Not because the tools are wrong.
Not because search volume is meaningless (though it can be).
And not because SEO is dead (it's not).
It’s a waste because people stop at the list.
They export a spreadsheet of keywords like:
→ Weight loss injection
→ Semaglutide UK
→ Is Ozempic safe?
→ Mounjaro cost
And immediately start trying to rank for all of them.
One blog post or category page at a time.
But without mapping those keywords to search intent, that list is just noise.
For example, take these two search terms:
→ Mounjaro results before and after
→ How to get Mounjaro in the UK
They’re both related to the same product.
But they come from completely different mindsets.
One is emotionally driven.
The user is looking for social proof, reassurance, maybe a reason to believe it will work for them.
The other is transactional.
They’ve probably done the research.
Now they want logistics, costs, access, and safety checks.
If you try to target both terms in a single piece, you dilute both messages and will cause cannibalisation.
The same happens with terms like:
→ Is Ozempic safe long-term
→ GLP-1 weight loss injections in London
→ Why am I not losing weight on Mounjaro
Each query has a distinct emotional tone and a unique motivation.
Sometimes, you need a different format that will best serve the reader.
So if you’re writing content in healthcare, especially in sensitive, regulated niches, you can’t afford to guess.
You can’t rely on volume alone.
You need to understand what the searcher is actually feeling or fearing when they type that phrase.
Looking to buy OR researching?
Doubting the product OR feeling shame?
Perhaps they are simply seeking answers that their GP hasn’t given them.
That’s what intent mapping gives you.
Before any content goes live, you should ALWAYS ask:
→ What outcome is the user really looking for?
→ Are they looking for answers, validation, a provider or a product?
→ What format and tone will build trust fastest?
Basic keyword research skips that part.
It assumes all searches are created equal.
But in healthcare, they’re not.
Search intent isn’t just about clicks.
It’s about credibility, clarity and care 👊
seo marketing google
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