Fear is the biggest search term here. Whether it is safe, what happens if the wind changes and how often anything goes wrong is typed far more than the activity itself, and answering it factually converts better than any photograph.
Presents are bought by the terrified. A partner or a parent buying a flight as a gift has no intention of flying themselves, and they need validity, rescheduling and reassurance rather than technical detail.
Licence searches are a different person entirely. Somebody asking about a course, the hours required and what a rating permits has already decided this is a hobby, and that customer spends over years rather than once.
Visitors search from their accommodation. Somebody on holiday types the name of the valley they are staying in, so the pages have to name the places people actually stay rather than the hill you launch from.