I took a quick peek at your website and see that you do not include the term “vanilla” in-text anywhere on the homepage, except once in the footer with tiny text at the bottom of the page. Nor is the term included in your page title. You have done little to optimize your web page for that term, Google is just respecting your choice to not optimize for that term.
Wondering if it’s worth targetting 3 worded key phrases that have 100,000-500,000 results in quotes? Keep in mind the 1st page is full of crappy