Fitness boxing holds most of the volume and meets almost no competition from gyms themselves, because nearly all of them present as competition venues. Taking that page seriously serves demand nobody is looking after.
The words "for beginners" change the search entirely. They come from somebody who is unsure, and that person picks the gym whose page removes the fear rather than the one showing fight photographs.
White-collar boxing is a search of its own, with corporate money behind it and hardly any competition. A page explaining how a twelve-week programme runs reaches people who would never otherwise look at a boxing gym.
Within the catchment it's time and travel that decide. Nobody drives forty minutes after work, so the neighbourhood, the parking and the early-evening class times matter more than any history of the club.