I think what he is trying to say is in our business the purpose of our website can vary. In my case I am not using the site to get business. I do care about search engines but it is secondary to making my blog appear busy. I directly market by going out into the field rather than sitting behind a desk refreshing my stats and getting excited over the next search phrase someone puts into google to find my blog.
My blog is a useful tool for my referral agents and customers. I make my articles simplistic for the short attention span readers. I go out every week on the same day and visit every real estate brokerage in 2 cities. When an agent talks about a poor credit client I direct them to the blog and tell them to share the credit repair article.
When they talk about a closed deal that is heading toward foreclosure I do the same thing and tell them to inform their customer about the HARP program and the Home Affordable Modification Program.
It is a visual tool that they can visit and re-visit. It essentially stops a lot of the repeat calls asking the same questions over and over on items I do not make money for informing people about. I encourage them to read and call me with questions.