Case KilpiLasi: optimizing “ikkunaremontti” (window renovation) on Google

How I optimized the website of Finland’s biggest window maintenance company for one of the renovation industry’s most competitive searches.

The client in brief

KilpiLasi services windows and doors throughout Uusimaa, the region around Helsinki. It does not sell new windows but restores old ones.

In 2024 KilpiLasi was the biggest company in Finland servicing consumers’ windows

The founder, Topias Kilpeläinen, wanted kilpilasi.fi at the top of Google for “ikkunaremontti”.

The site was well built and its service descriptions thorough, but the search term had not been used strategically.

For “ikkunaremontti”, the site did not show up on the first page of Google.

People search for “ikkunaremontti” thousands of times a month, and behind the search is a clear intent to buy.

Tough competition: K-Rauta, Pihla, Tiivi, Urakkamaailma, KodinPro and quote comparison services
High commercial value: a window renovation in a house typically costs €6,000–20,000
Many long-tail searches, such as “ikkunaremontti hinta” (window renovation price) and “ikkunaremontti omakotitalo” (window renovation for a house)

On top of that, the search results are full of companies selling new windows, while KilpiLasi services old ones.

I planned and carried out the SEO in three areas:

Analysis

Besides the main search, “ikkunaremontti”, it found dozens of long-tail searches.

Meta data

H1 headings with the keyword, and new meta titles and descriptions for every key page.

Technical SEO

A sitemap in Search Console, the loading speed fixed and internal links to the most important pages.

Content

Pages of their own for “ikkunaremontti hinta”, “ikkunahuolto” (window maintenance) and “ikkunoiden tiivistys” (window sealing).

Strategy

A window renovation does not always mean new windows: maintenance is often the smarter and cheaper option.

Links

Links and content partnerships from renovation and home websites, and Google Business Profile optimization.

For a competitive search the technical basics are not enough: Google requires mastery of three areas.

A technical foundation: a fast, mobile-friendly and clear site without errors that block indexing
Content that answers the searcher’s questions: what a window renovation costs and whether maintenance is enough
External signals: quality links from websites about housing, renovation and real estate

A distinctive angle, maintenance instead of replacement, can also raise the search result’s click-through rate.