People look for content, and if you don't have any, you're not going to show up in any searches. If someone searches for a specific gastroenterology procedure and you don't have any content about it, maybe you just have the word on your web page, you will never show up in the search. It’s sort of like virtually handcuffing yourself.

Content and a robust content strategy are your true SEO tools, and the primary ways you’re going to show up in organic search rankings. Organic meaning the natural way Google sends out its little magic robots, scans the page and says, "Okay, if someone types in something that's relevant to colonoscopy, we're going to show this page because that's what it’s about." 

The paid side of content is about buying digital, targeted ads and keywords. Just like you would buy ads in a magazine, you can buy ads on websites and search results which will drive back to content pages on your website.