The word beginner does most of the work. Somebody adding it to a search is announcing that they are nervous, and a page written for that person converts far better than one describing the club's competitive record.
Parents search the outcome. Confidence, discipline and dealing with bullying is what brings a family to a martial arts gym, and matching that language reaches them where a page about technique does not.
People compare it with the gym and with running. Somebody choosing between activities wants to know whether kickboxing suits weight loss or general fitness, and answering honestly puts you in that comparison.
Women search for specific sessions. Women-only classes and beginner-friendly times are looked for deliberately, and a gym that offers them and says so reaches an audience most clubs never address.