Emergency intent is decided instantly. Whoever appears with a phone number, an address and an out-of-hours arrangement gets the call, and nothing else on the site is read at that moment.
Routine costs are searched constantly and answered almost nowhere. Neutering, vaccinations, dental work: publishing a range brings people who were putting it off and quietly comparing.
Species searches are small and unusually valuable. An owner looking for somebody who treats rabbits or reptiles has often been turned away already and will travel a long way to a practice that says yes.
A new puppy or kitten is the start of a fifteen-year relationship. Those searches happen in the first fortnight, they are about vaccinations and first check-ups, and whichever practice answers them usually keeps the client.