Case Muuttohaukat: top of Google for the moving industry’s biggest searches

How I used SEO to take Muuttohaukat into Google’s top three in the exceptionally competitive moving industry.

Made by:: Tapio Kauranen
Main technology:: WordPress
Project type:: Local SEO and WordPress development

Free SEO check Muuttohaukat: muuttopalvelu

Muuttohaukat.com: moving services for homes and businesses, the WordPress site’s front page

The client in brief

Muuttohaukat Oy is a family business founded in Hyvinkää in 1992, and one of the best known in its field.

Home moves, office moves, furniture installation and recycling services
Everything from packing to storage in one quote
Works all over Finland, with offices in Vantaa, Turku, Tampere and Hyvinkää
Known for its reliability and a smooth customer experience

Muuttohaukat.com: the Yritysreferenssit (business references) page, with the University of Turku and the Finnish Red Cross Blood Service among others

Muuttohaukat is one of the best-known moving companies in Finland

A family business since: 1992
Moves: 100,000+
Moves in 2025: over 10,000
Revenue in 2025: €6.3M

Starting point

The moving industry is exceptionally competitive, and people often search for a moving company by their own city’s name.

The goals were:

stronger organic visibility on Google, especially in local searches
top positions for the most important searches, such as “muuttopalvelu” (moving service), “muuttoapu” (moving help) and “muuttolaatikot” (moving boxes)
more quote requests through the site

The biggest challenge: the same search, different cities

The top place had to be won in each office’s area, in searches naming the city:

The capital region: Helsinki, Vantaa and Espoo
Turku and Southwest Finland
Tampere and Pirkanmaa
Hyvinkää and Uusimaa

One front page cannot be the best answer to every city’s search.

So the offices’ landing pages were optimized to answer local searches.

Muuttohaukat.com: the Muuttopalvelu Helsinki (moving service Helsinki) landing page

What I did

I was responsible for the SEO as part of Muuttohaukat’s outsourced digital marketing, and developed the site:

Local SEO

A landing page for each town

The offices’ landing pages were optimized to answer local searches, for example Vantaa, Turku and Tampere.

Technical SEO

Technical SEO audit

Optimizing the site’s speed and removing the technical obstacles to indexing.

Content

Content strategy

Deeper service descriptions and answers to the questions customers often ask.

Keywords

Titles and meta data

Fine-tuning the meta data and titles so that the search result gets clicked more often.

Conversion

An easier quote request

Clearer conversion paths, and a moving-day calendar that takes the chosen day straight to the quote form.

WordPress

Custom WordPress theme

A new theme in place of the old one: blocks of its own for the landing pages, and the jobs of seven plugins moved into the theme.

Integration

Quote requests into Dynamics 365

The site’s quote forms go straight into Muuttohaukat’s customer relationship management.

The result

Muuttohaukat rose to Google’s top three for the moving industry’s biggest searches.

In the top three for searches such as:

“muuttopalvelu” (moving service)
“muuttopalvelut” (moving services)
“muuttofirma” (moving company)
“muutto” (moving)
“muuttoapu” (moving help)
“muuttosiivous” (move-out cleaning)

In June 2025 Muuttohaukat was third for “muuttopalvelu”, the first moving company after a quote comparison service.

Its local visibility grew significantly, which brought better traffic and more quote requests.

Google search for “muuttopalvelu” (moving service) on 17 June 2025: Muuttohaukat third

In the competitive moving industry, visibility on search engines is vital to us. With search engine optimization we have made sure that our services are easy to find in exactly the towns where we operate, and that has shown directly in the number of inquiries.

Totte Vivolin, Managing Director, Muuttohaukat Oy

Case Muuttohaukat: local SEO in the competitive moving industry

Tapio Kauranen was responsible for Muuttohaukat’s SEO and developed the site: local SEO, content, the theme and the integration.

Client: Muuttohaukat Oy
Industry: Moving services: home moves, office moves, furniture installation and recycling
Service: SEO and WordPress development
Made by: Tapio Kauranen, Tampere, Finland
Scope: Local searches for four offices, a custom theme and a Dynamics 365 integration
Results: Google’s top 3 for “muuttopalvelu”, “muuttofirma” and “muutto”
Website: muuttohaukat.com