In my industry, which is photography, there are two terms that everyone uses for what they are selling. About half of photographers call them "workshops" and half of them call them "tours".
I notice that if I type in "photo tour lofoten" and "photo workshop lofoten", although a few people remain in their same rankings on page #1, there are also several people that disappear and lose their place to someone else depending on this term.
Lofoten Islands Norway | Photo Tours Hiking Travel Guides | 68north.comlofoten-photo-tours/
Lofoten Islands, Norway: Photo workshops and tours exploring the....
Take this result for example. I notice that the web address itself, plus the page description have the word "tour" in it several times in bold.
I have two questions about this: 1. I wanted to brand my offering as "adventures" rather than the rather dry and stereotypical sounding terms of "workshop" and "tour". BUT I know people are not going to be using the word "adventure" in their search. If I want to show up in search results, does that mean I have to use the words workshop or tour as often as possible, in reference to my product? If my website where I have them for sale says www.68north.com/lofoten-adventures instead of /lofoten-tours, is that going to hurt me?
If I am forced to use these words, how do I make sure that I show up well regardless of which term a searcher decides to choose? I want to be one of the guys that has the same place on the results, no matter if the person searches "tour" or "workshop"