The etiquette is the biggest search of all. What to wear, whether to talk and how long to stay is asked far more often than any sauna is looked up by name, and answering it makes a venue the one people then visit.
Timing decides who can come. Somebody looking for single-sex hours has a specific reason, and publishing those slots reaches an audience that will not consider a venue without them.
Traditions get looked up by name. Finnish, Turkish, banya and the specific rituals belong to people who know what they want and travel further to find it done properly.
The recovery audience arrives from elsewhere. Contrast bathing, cold plunges and sauna after training belong to athletes and gym-goers who had not thought of a bathhouse at all.
A large share of these searches is buying for somebody else. Gift vouchers, birthdays, Mother's Day, Christmas: that person will never visit, wants to choose an amount and leave with something printable, and a page for them carries December and May.
Local searches arrive with side questions. Open on Sunday, open late, parking, whether you can turn up without booking: making those four answers visible decides more visits than any description of the facilities.
Hotel spas confuse everybody. Whether non-residents can use the facilities, at what price and in which hours gets typed in every week and answered on almost no website, and settling it plainly wins the local audience outright.
Price is searched before anything else is read. What a circuit costs, what it includes, how long it lasts and whether a towel is extra: publishing it turns away the wrong enquiries and brings in visitors who have already compared three other places.