"Blog Like a Maniac—But Build It Yourself"
Actually the advice is about using Real Living's Web Builder, just a small part of the advice is about blogging.
Each of our sites is a sub domain of www.realliving.com We've had the sites forever... Since before there was a Real Living. Back in the days we were HER Realtors, pre 2001. Web builder is kinda, sorta, semi easily updated but not as easy as any blog I have used.
My site is http://www.realliving.com/maureen.mccabe/ I use the domain MaureenMcCabe.com with my site.
I used to update my website a lot. Before blogging.
Below is an excerpt from Real Living about using Web Builder... Real Living has the link via PDF on our intranet now and it is right on the Web Builder as Web Tips for anyone with Real Living. Part of the advice is to use Web Builder to blog right on our website:
"Blog Like a Maniac—But Build It Yourself
When you blog on free sites like Blogger, it’s great for their SEO, but not so much for yours. There’s no reason you can’t create a simple blog using Web Builder. Just create a page called Blog on your Web Builder site, and for each entry, add a new block of text. And remember—the more often you blog, the better the SEO results."
I hate to seem critical but would that work? Could I do the same thing on a subdomain of my company website as I am doing on my Wordpress.org blog ColumbusBestBlog.com or even here on ActiveRain? Get the same SEO results?
Here's a test... It's a Blog - no it's a website
What's the difference?
Blogs the newest content is on top, the older stuff gets pushed down... I suppose I could switch the newest content up to the top each time I'd post.
There'd be no Trackbacks.... it's a struggle but we get by without Trackbacks on ActiveRain without too much hardship. No Permalinks.... hmmmm I have grown accustomed to those permalinks. Tags? Categories.
Isn't that what Google wants? Isn't that why Google spiders love blogs...some blogs more than others.
The biggie at least as far as I am concerned... no comments. Blogging is not broadcasting.
Could posting content everyday without permalinks, tags, categories, comments etc. make a website into a blog?
And about that "build it yourself".... you don't own it. 
Real Living Agents Don't Need ActveRain - Think Again hmmm
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Well if you want to follow that advice, then blog with wordpress.org and build it on your own server. I use Wordpress.com and it's fine.
This is, in my opinion, just a shallow argument to get you to use their software more. Why? I dunno. But what matters is this - getting search engines to notice your content when people look for stuff in your area. It doesn't matter to the people whehter htey find it on your domain, or blogger.com or wordpress.com. What matters is that htey find what you write and contact YOU about it.
This is why my wordpress.com blog has a page titled "Search Listings" and it's a link for several IDX searches plus the link for the basic search. All of my ActiveRain blogs have links at the bottom to search my IDX link.