Integrated IDX – How to use MLS data to rank higher on Google

Services for Real Estate Pros with
Our last article stated seven things a web presence must accomplish for the real estate professional if they want to create commissions from site visitors. One of the critical ingredients required to create an effective website is great SEO (Search Engine Optimization). While Google is still the giant on the block, Bing, Yahoo and AOL are also important search engines used by millions of people. No matter which search engines your clients and prospects use, all of them have one thing in common; “presence of keywords and key phrases” is an important ranking factor amongst all search engines.
IDX – Two Approaches
An effective website must deliver an IDX search that is comprehensive and easy to use. Your website visitors want to search for properties using a map, as well as keywords, features, bedrooms, bathrooms and other characteristics. A site simply cannot attract and keep viable visitors for future business without a good IDX solution. How do most sites accomplish this now? One is a framed solution, and the other is an Integrated IDX solution.

Frameable IDX
If you’re unfamiliar with the term “framing,” it’s having pages or portions of one site show up in another. Frequently it can be done with design and colors that make the framed content look like it’s part of the site where it’s displayed. However, it is not there physically, instead it’s being hosted on another website. The “frame” merely places part of the other site in a “window” if you will, showing it on your real estate website, but not having it physically present there. A search engine doesn’t index framed material as part of the site where it’s displayed. Far and away, the majority of sites are using a framed IDX. Why? For the most part, because their IDX function is provided by a vendor other than the vendor providing their website. There’s simply no way to integrate it any other way without the real estate professional hiring expensive programmers.

Integrated IDX
Now, how can this hurdle be overcome? We must get the IDX search text and images, and remember we’re talking about a LOT of text and images, integrated into the site itself, residing there for the search engine to index? Think of the value if this can be accomplished. Think of all those keywords and phrases related to local real estate that are in each listing displayed in the IDX search results. There are bedrooms, baths, area or neighborhood names, land and home descriptive words and phrases, and more. And, they’re all repeated over and over with each new listing displayed. While all of that value is lost in a framed solution, it’s indexed and a big SEO boost for the site that can have their IDX residing on the site without framing.
While there are hundreds, or even thousands in some areas, of real estate websites all fighting for first page position for the search phrase “theirtown real estate,” there are a few who have recognized the value of the many search phrases that are far less competitive (long tail keywords), yet bring focused visitors to the site. And, it’s these words and phrases that are repeated over and over in IDX search results.

So, What’s The Answer?
The answer is simply to have an indexable IDX solution that resides on your website so that all of the words and images are easily indexed by search engines and used to your benefit. Simple answer, but not so simple to do. That is unless you check out’s integrated, indexable IDX solution! Check out the short video below to find out more:


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Keith Vermilyea
Home Buyers Marketing II, Inc. - Boise, ID

Interesting post Peyman, I have been wanting to do some research on integrated IDX systems so I will be checking out the website.

Jan 11, 2011 02:01 AM #1
Peyman Aleagha - Toronto, ON

Thanks Keith,

You can check out the following examples to see's Integrated ProIDX on a RealtySoft website and a non RealtySoft website:

RealtySoft ProIDX integration with a NON RealtySoft website:
(click on Home Search and you will see RealtySoft ProIDX fully integrated with Rachel's existing website)

RealtySoft ProIDX integration with a RealtySoft website:


Jan 11, 2011 02:09 AM #2
Kimberly A Norgard
Devlin McNiff Halstead Real Estate - East Hampton, NY

It's a lot for me to get my head around, but I think you did a great job explaining.  I'm going to bookmark your post so I can come back to it as needed.  Very well laid out.  Thank you.

Jan 11, 2011 02:43 AM #3
Damon Gettier
Damon Gettier & Associates, REALTORS- Roanoke Va Short Sale Expert - Roanoke, VA
Broker/Owner ABRM, GRI, CDPE

What is the cost for this service and is it available to any MLS?

Jan 11, 2011 12:40 PM #4
Fernando Herboso - Broker for Maxus Realty Group
Maxus Realty Group - Broker 301-246-0001 - Gaithersburg, MD
301-246-0001 Serving Maryland, DC and Northern VA

Peyman, it looks like you have a good product there. . framed IDX are so passe~

Jan 11, 2011 10:31 PM #5
Robert Butler
Aspect Inspection - Montreal West Island, QC
Montreal Home Inspector | Aspect Inspection

Interesting article about something I knew nothing about, but now know I need to learn more. (product too)

 I've bookmarked the page to come back to and appreciate the back link to previous articles, and I'm subscribing to this blog. This is information i need to get my web presence working.

Now I know how clients sometimes feel after a particularly detailed building report: A little overwhelmed by all of it, didn't understand all of it first time around, know it is important to me, have to get a handle on this but right now its data overload.

Jan 12, 2011 12:33 AM #6
Brian Portwood
FW Realty Solutions - Fort Worth, TX

I got rid of my framed solution and went with an IDX solution and my traffic has definitely picked up. Fort Worth Homes

Jan 12, 2011 01:35 AM #7
Ken Patterson
TPR Properties - Rocklin, CA
Roseville Real Estate, TOP Rocklin Realtor

Thanks for the post!  My 2011 plan includes a few projects to better leverage the web.  I will check this out.  Thanks!


Jan 12, 2011 02:02 AM #8
Allen Gingrich
3 Blondes and a Short Sale - Dent, OH

As a web professional for the last 12 years, I can verify that what the OP said is true: integrated runs circles around framed solutions when it comes to SEO (and design/customization).

One thing should be noted though: although it is good to repeat the same words here and there, often times search engines penalize websites for having repetitious wording. This prevents me from making a webpage that says "New York Real Estate" in every header, footer, title, and body of the page, and inherently appearing on the front page of Google for "New York Real Estate".

Search engines like to see frequent changes in content -- which this integrated IDX does, since it dynamically pulls MLS data regularly. Just make sure you don't take the words of the author and try to apply them to your website as a whole. Overusing the same words only serves to hurt you.

Jan 12, 2011 03:21 AM #9
Craig Daniels
Tech Training for You! - Staten Island, NY
Technology Instructor/Project Consultant

Peyman - very interesting video and a good discussion - I look forward to learning more about your solution. Meanwhile, a question, I see you also have CRM resources. Do you have an app for integration with android smartphones. Theres been discussion lately about other CRMs w/o android *(yet) and it is causing some wishful agents out there for someone who does.

Jan 12, 2011 06:09 AM #10
Andrew Mooers | 207.532.6573
Northern Maine Real Estate-Aroostook County Broker

I found that hand built, custom made site with embedded video, aerial maps, lots and lots of details, images galore for our listings may take a little longer up front but when indexed they can ring SEO bells, let alone serve customers with A to Z late at night. Feel like Noah though loading the Ark but it will be work it.

Jan 12, 2011 06:56 AM #11
Bill Gillhespy
16 Sunview Blvd - Fort Myers Beach, FL
Fort Myers Beach Realtor, Fort Myers Beach Agent - Homes & Condos

Hi Peyman,  It's posts like this that help the majority of AR users to wrap our heads round some pretty complex ideas.  Thank you !  That said, I watched the clip now give us the good stuff !

Jan 12, 2011 08:45 AM #12
Peyman Aleagha - Toronto, ON

Kimberly -> It sure is a lot to take! We have tried to make it easy for you :)

Damon -> You can check out our prices by visiting we support over 110 MLSs, click here to see our MLS coverage:

Fernando -> Framed IDX is dead! It adds absolutely no value to your site!

Robert -> Feel free to contact our support team with any questions. We are here to help you "get it".

Brian -> You are definately ahead of the pack!

Ken -> Feel free to contact me with any questions

Allen -> Yes, over using keywords definately hurts your SEO, its all about balance!

Craig -> We do plan on going mobile in Q2, 2011. We are going to start with iPhone and Android then we will start working on BlackBerry and Windows Mobile

Andrew -> Good SEO results come with hard work, no pain no gain!

Bill -> Thanks for taking the time to go over the clip. We spent so much time and effort producing them and its good to see that folks like you are enjoying them :)


Jan 12, 2011 10:22 AM #13
Chandler Real Estate Liz Harris, MBA
Liz Harris Realty - Chandler, AZ

Totally awesome post... thank you!

Jan 12, 2011 03:09 PM #14


Hi Peyman,

I will purchase your website next week but I do not see any reference to a domain name.  Can you provide some guidance on this?



John Russell Taylor MBA,CSP,HRC

Jan 16, 2011 03:55 PM #15
Peyman Aleagha - Toronto, ON

John -> Thanks for your interest in RealtySoft. You can use your own domain name on any RealtySoft website / ProIDX you purchase. If you already have your domain registered through GoDaddy or some other registrar then we will make changes to your NS records and you will be good to go. If you do not have a domain registered then we can help you register a new domain name. Let me know if this answers your question.

You can reach our sales team by dialing a-866-857-1657. We look forward to working with you!

Jan 17, 2011 01:40 AM #16
Arpad Racz
Altas Realty - San Jose, CA
408-252-0976 - - Cupertino and Bay A



Is your free IDX integratable to get this benefit?


Thank you,



Jun 28, 2011 08:48 AM #17
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