Optimizing the ‘Ikkunaremontti’ Search Term in Google – Case: KilpiLasi

22.7.2026/Tapio Kauranen/Päivitetty viimeksi 22.7.2026

Case: KilpiLasi

When Finland’s largest window maintenance company KilpiLasi contacted me, the goal was clear: visibility at the top of Google for the keyword “ikkunaremontti”.

KilpiLasi’s founder Topias Kilpeläinen contacted me and shared his goal: he wanted the kilpilasi.fi website to appear in Google’s top positions for the keyword “ikkunaremontti“.

Ikkunaremontti is one of the most competitive search terms in the renovation industry in Finland.

It is searched for in Google thousands of times per month, and the competition is fierce.

The search results are contested by major brands such as K-Rauta, Pihla, Tiivi and several comparison services.

KilpiLasi does not sell new windows but they service existing ones – sealing, adjusting and repairing them.

Their message is that ikkunaremontti does not always mean replacing windows, but professional maintenance can extend the lifespan of windows by up to 10–15 years for a fraction of the cost of replacement.

KilpiLasi – Window Maintenance and Sealing

Why is “ikkunaremontti” such a competitive search term?

Thousands of searches per month and dozens of competitors – this is not an easy keyword.

The keyword window renovation is extremely valuable because it has a clear purchase intent.

When someone Googles “window renovation“, they are not browsing for entertainment — they are actively looking for a solution to their window problems and are ready to invest money.

A detached house window renovation typically costs 6,000–20,000 euros.

Replacing a single window including installation costs about 700–1,500 euros.

When talking about investments of this scale, every Google click is valuable.

Keyword challenges:

High competition: K-Rauta, Pihla, Tiivi, Urakkamaailma, KodinPro and many other major players
High commercial value: one customer can be worth thousands of euros
Lots of long-tail keywords: “window renovation price”, “window renovation detached house”, “window renovation 2026″

Actions Taken

The site was well built and the service descriptions were comprehensive, but the window renovation keyword had not been used strategically.

The site did not appear on the first page of Google search results for this term.

Technical work

H1 headings were optimized to naturally include the keyword “window renovation“
Meta titles and meta descriptions were rewritten for every key page
The sitemap was updated and submitted to Google Search Console
Site loading speed was checked and optimized
Internal linking structure was strengthened to direct link power to the most important pages

On-page content optimization

Comprehensive keyword research: in addition to the main keyword “window renovation“, dozens of long-tail keywords were identified
New subpages were created for the most important search terms, such as “window renovation price”, “window maintenance” and “window sealing”
The content of existing pages was expanded and enriched to be search engine friendly
The content strategy was designed so that KilpiLasi’s message stands out: window renovation does not always mean replacing windows – maintenance is often a smarter and more affordable option

Off-page optimization (site credibility)

New backlinks were built from high-quality and relevant websites
Content collaboration with renovation and housing-related sites
Google Business profile optimization for local visibility

Maintenance as an alternative to expensive window replacement

In 2024, KilpiLasi was Finland’s largest company servicing consumer windows. They serviced over 5,000 windows and 1,000 doors. Their customer satisfaction is 4.75/5 – nearly 95% of feedback consists of 4- or 5-star reviews.

But what makes them special from an SEO perspective? They compete for the keyword window renovation from a different angle than the majority of their competitors.

Most window renovation search results are dominated by window manufacturers and sellers who want to sell new windows. KilpiLasi’s message is the opposite: you may not need to buy new windows.

This is both a challenge and an opportunity from an SEO standpoint. A challenge because the dominant players for the search term offer a different service. An opportunity because a distinctive perspective can bring surprisingly good click-through rates in search results.

The comparison says it all:

Window renovation (window replacement): 6,000–20,000 € for a detached house
Window maintenance at KilpiLasi: 500–3,000 € – up to 80–90% savings
Maintenance extends the lifespan of windows by 10–15 years
Replacing seals reduces heat loss by 5–20%

Calculate the price of window maintenance – KilpiLasi

SEO Strategy

What does it take when you want to reach the top of Google for a highly competitive keyword?

The search term “window renovation” is an example of a keyword where basic technical optimization alone is not enough. Succeeding on Google requires mastery of three key areas:

1. Get the technical foundation in order

Without a solid technical base, nothing else will help. The site must load quickly, be mobile-friendly, and have a clear structure. A sitemap must be submitted to Google Search Console and it must be ensured that there are no technical errors on the site that would prevent indexing.

2. Content that matches search intent

When someone searches for “window renovation“, Google wants to show pages that answer the searcher’s questions: How much does window renovation cost? When is it worth it? Should the windows be replaced or is maintenance enough? Who does window renovations in my area?

In the case of KilpiLasi, the content strategy was built to answer exactly these questions – while also highlighting an option that most competitors do not offer: professional window maintenance.

3. External signals, i.e. links and reputation

Google evaluates a site’s trustworthiness partly based on how many other sites link to it. This is especially important for competitive keywords like window renovation. High-quality links from housing, renovation, and real estate related sites increase the site’s authority in Google’s eyes.