The urgent search is about a mark that has changed. It is typed in the evening by somebody who has been looking at it for two weeks, and the clinic that says how soon it can be examined gets the appointment.
Waiting is part of the phrase. People search explicitly for how quickly they can be seen, which means a stated availability is not marketing but the answer to the question.
People who have already tried everything look up chronic conditions. Eczema, psoriasis and adult acne come from patients looking for somebody who will manage the condition rather than prescribe once and discharge them.
Cosmetic dermatology is a different reader entirely. They compare evidence, before and after images and qualifications, and they are not in a hurry, which makes those pages slower and more detailed.