A very common question I have seen asked from real estate agents using IDX Broker is what provides the best SEO value, saved links, or widgets? I hope to bring some clarity.
IDX Broker Saved Links
Firstly, lets describe what a saved link is. Its simply a single page hosted by IDX Broker that displays listings based on a pre-determined search criteria.
Benefits
- Design is pulled from your overall IDX Broker Layout, but can be customized further if desired.
- Search engines can easily crawl and index the page, and follow links to index your listings. It will also appear in your IDX Broker Sitemap which you can submit to search engines.
- Tracks leads who have logged into the IDX Broker account.
Cons
- Saved Links inherit the general IDX Broker layout, and advanced design changes may require developer support.
- Because these pages are hosted externally (on IDX Broker’s subdomain or custom subdomain), they are typically less integrated into with your primary website.
- Much of the listing data is going to be referencing the IDX Broker subdomain and/or MLS photo urls. TIP: You should ALWAYS, ALWAYS, ALWAYS use a custom subdomain instead of the IDX Broker default subdomain.
- While you can add custom content via sub-headers to improve SEO, regularly updating and optimizing these pages can be time-consuming.
IDX Broker Widgets
A IDX Broker widget is a piece of javascript that you embed on other websites, such as WordPress, to display listings or perform lead generation (such as signup form). In this context of comparing widgets vs Saved Links we are typically than talking about the widgets that display listings:
- Virtual Showings Widget
- Listings Showcase Widget
- Listings Carousel Widget
- Map Search Widget
Benefits
- Can be placed on any website, so you have more control on the look and feel of the entire page as a whole. Design of the widget is mostly going to be css or javascript manipulation.
- Increases internal linking, making the flow for users between IDX Broker pages and other pages seem more seamless, improving user flow within your overall site structure.
Cons
- As the page is not on IDX Broker, the visited page is not aware if your visitor is a lead or repeat visitor (at least until they visit another IDX page).
- Much of the listing data is going to be referencing the IDX Broker subdomain and/or MLS photo urls. TIP: You should ALWAYS, ALWAYS, ALWAYS use a custom subdomain instead of the IDX Broker default subdomain.
- Many sites implement caching for performance. These site caching tools may prevent your widget from updating listing data on a regular basis. You may need to work with a developer to find the right balance for your site.
- Your widget may not actually be indexing. There are many key factors that can prevent your widgets from indexing:
- CORS Policy: If cross-origin policies restrict access, Google may not fetch widget data.
- JavaScript Execution: If Google cannot fully render the JavaScript, the widget’s content may not be indexed.
- Visibility in the DOM: If widget content is hidden (e.g., not loaded until user interaction), it may not be indexed.
When to Use Saved Links:
- SEO Goals: For targeting specific keywords or creating dedicated landing pages (e.g., “Homes with Pools in Los Angeles”).
- Indexability Priority: When you want the listings and search results indexed more reliably by Google.
- Time to Manage: If you can invest in adding custom content and SEO optimization for each Saved Link.
When to Use Widgets:
- Branding and Design Control: When you want more control over the page’s look and feel.
- Dynamic Content Integration: To add engaging, updated listings to pages like blog posts or neighborhood guides.
- Enhanced User Flow: To blend IDX Broker content into your primary website for a seamless user experience.
In my experience, Saved Links offer the best SEO value in the shortest time frame due to their ability to create targeted, indexable pages with minimal setup. However, it’s important to remember that neither Saved Links nor Widgets will provide significant SEO benefits unless you set up a Custom Subdomain. This step is crucial for ensuring your IDX Broker content integrates seamlessly with your website’s domain and branding.
To build a truly successful real estate website with IDX Broker, you need to leverage both tools effectively. Each serves a specific purpose: Saved Links are ideal for creating keyword-focused landing pages that drive organic traffic, while Widgets enhance your site’s user experience by integrating dynamic content directly into your pages. By combining these tools strategically, you can maximize both functionality and SEO impact for your real estate business.
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