targeting different keywords for site

[Bristolweb]

A site i am working on seakayakingdevon.co.uk,  currently optimising for sea kayaking wishes to target alternative keywords such as - canoeing, canoe trips etc. more importantly rank higher than a dedicated local canoeing center site.

The issue is he provides kayaking trips and courses and not canoeing but believes a a large percent of his targeted market actual mistakenly searches for canoeing when they actually mean kayaking or simply have no preference - i.e kayaks are often confused with canoes especially with people who have no preference but  are more inclined to search using terms related to canoeing, canoe  day trip etc.

As his site is geared to what he actually provides, I have advised that he would struggle to target such terms as he has no content relating to canoeing and risks the overall  ranking positions and SEO efforts for sea kayaking terms.( As these would have to be diluted and would no longer relate to the actual page content.)

What method could he deploy without sacrificing the sea kayaking optimisation?

I realise he could optimise the site and content for both but question just how successful this would be when compared with the loss of dedicated sea kayaking audience. Is it really worth targeting keywords for service he doesn't provide?

On a separate note the site is doing reasonably well since  optmisation for localised serch terms but would like to target a wider UK audience as well i.e. tourism to the area.

thanks

[RobertFisher]

Bristolweb,

I would approach it this way (and have with other sites): Create a page on Kayaking versus Canoeing. Explain how they are different with really good content written by someone who is a subject matter expert (your client with the help of a good copywriter for example). You optimize around the canoeing portion and you are not sacrificing anything in the eyes of your kayaking clients (you did not sell out to those lowly canoe people). You are simply showing why they should switch.... But if they meant kayaking, Voila!

Hope it helps,