The document discusses a survey finding that most small businesses do not invest in online marketing until they understand best practices and payoffs. It then summarizes an online marketing tool that assesses a business's SEO rankings, keywords, link building, and content. The tool can help businesses set goals and priorities. Top priorities identified are content, social media, and SEO. The document provides recommendations on improving content and social media presence, and outlines SEO metrics and strategies for building inbound links.