By far, the most useful free product for a small business advertiser is Google Analytics. Here's what you get: real information about who visits your website. What did they type to find you, where they are, how many pages did they read.... there is a ton of stuff that can teach you what needs to be on your pages. Search results are free-- both to you and to the reader. If you can't see how and why people find your business on the internet... then why are you on the internet?