Fear is the keyword. «Bouldering for beginners» and «do you need to be strong» get typed by people who have never walked into a centre and dread looking foolish in front of everyone.
The belay certificate pulls traffic all of its own. Anyone typing «rope climbing course» wants a date and a price, and usually finds a price list without a single date on it.
Children's parties fill mornings that would otherwise stay empty. That search runs a week ahead and is almost never served by a page of its own.
The move from outdoors to indoors is seasonal. In November a whole region types «climbing in winter», and the centre that catches it wins memberships.
The kit question comes before the booking. «What do I need for bouldering» has a simple answer — hire shoes, wear the rest — and it is missing almost everywhere.
Opening hours are a ranking factor here. Somebody searching «still open» at eight in the evening decides in the same minute where to drive.