Breathing under water is the thought that sets off the first search. «Diving with claustrophobia» and «what if the regulator falls out» get typed by somebody who dares not telephone.
The certification is a product with a name and a price. Open Water, Advanced and nitrox are three courses, three audiences and three pages.
The try dive is the door to the whole business. Couples and gift buyers search for it, and one in three carries on to a course.
Travel fills the biggest basket of any search here. Anyone looking up the Red Sea or the Maldives books a whole week, not an afternoon.
Medical doubt demands an answer. Asthma, ears and blood pressure are questions that either trigger a sign-up or prevent one for good.
Kit is searched after the course. First mask, wetsuit thickness and a computer are purchases made at the school when they are described there.
The house reef decides which school gets chosen. Visibility, depth and what you actually see down there is content hardly any school writes.
The refresher course is the quietly most profitable search. Somebody who has not dived for two years looks up exactly that, and the page exists nowhere.
A group changes everything about the price and the logistics. A stag party, a company outing and a school class are three different enquiries, and all three are waiting for a figure.