EasyFind.ee is an Estonian advertising and information portal where users can find articles, useful materials, categories, company cards, services and products from different Estonian businesses. For regular users, it is a place to find relevant information and offers. For companies, EasyFind.ee is an opportunity to become more visible, present their services and products, and in the future use paid profiles and internal advertising.

This type of project is not a regular small company website. When a business website has 5–20 pages, much of the SEO and technical structure can be planned manually. But when the project is a large portal with thousands of pages, categories, subcategories, company cards, articles, URLs, metadata, internal linking and indexing logic, the work becomes much more systematic.

Visibilion OÜ has supported the EasyFind.ee project since 2025 with SEO, technical auditing, WordPress development, website structure and independent consulting. Our role has not been simply to “make a few SEO fixes”, but to help look at the portal as a whole: how Google understands it, how users move through it, which technical limitations block growth and how development tasks should be prioritized.

This cooperation story shows why a large portal needs more than a good-looking design, published articles or isolated technical fixes. It needs a system: SEO, indexing, category logic, the WordPress technical foundation, user experience, Google Search Console data and development quality control all have to work together.

What is EasyFind.ee?

EasyFind.ee is an advertising and information-based portal designed to bring together users, useful content, different categories and the services and products of Estonian companies. A user may arrive at the portal through an article, a search result, a category page or a company card, and then move on to the most relevant service, product or company.

The business logic of this kind of portal is different from a regular company website. A standard website often exists to present one company and generate enquiries for it. EasyFind OÜ, however, has to work on several levels at once: as an information environment for users, as a visibility channel for companies and, in the future, as a platform where paid company profiles and internal advertising can develop.

The scale of the project also makes it complex. EasyFind is not made up of a few landing pages, but thousands of pages, categories, subcategories, company information, articles and technical templates. In such a structure, SEO becomes much more than adding individual keywords to texts.

What matters is how the entire portal is built: how Google finds the pages, how it indexes them, whether categories are logical, whether metadata is unique, whether company cards give search engines a clear enough signal and whether users can quickly find what they need.

How did the cooperation begin?

The cooperation between Visibilion and EasyFind began in 2025. The management of EasyFind OÜ turned to Visibilion at a stage where the portal was already under development, but the size and technical complexity of the project created a need for an independent external perspective.

The initial task was to carry out a more detailed SEO and technical audit in order to understand the real state of the project, which parts were working, which needed improvement and which technical or structural factors could limit organic growth.

That first audit developed into a longer-term cooperation. For EasyFind.ee, it was important to have a partner who would not look only at one narrow tool or one type of task, but could connect SEO, WordPress, web development, user experience, Google Search Console data, content structure and business logic.

Visibilion’s role gradually became ongoing SEO and web development support. We helped analyze problems, set priorities, prepare technical tasks, check implementation and provide an independent view in situations where the question was not only “what should be changed?”, but also “why does this problem happen in the first place?”.

The challenge: a large portal needs a different SEO logic

SEO for a regular company website often focuses on service pages, blog articles, meta titles, meta descriptions, internal links and technical errors. For a large portal, all these topics are still important, but their impact depends much more on the system.

When a portal contains thousands of pages, each page cannot be managed manually. There has to be a consistent logic for page templates, categories, company cards, URLs, metadata, canonicals, noindex rules, sitemap and internal linking. If one of these layers is built incorrectly, it can affect hundreds or thousands of pages at once.

For EasyFind.ee, it was important to understand how to build the portal so that Google can understand it and users can find the information they need as quickly as possible. This meant working with technical SEO, content structure, WordPress logic and user experience.

The main challenge was not only how to get more traffic. The question was how to create a technical and content foundation for the portal that would allow organic visibility to grow gradually and support the future business model: company profiles, categories, advertising and user movement inside the portal.

Visibilion’s role: an independent SEO and web development partner

Visibilion’s role in the EasyFind.ee project was not to replace the existing development process. Our role was to provide an independent SEO, technical and structural perspective and help break down complex questions.

This distinction matters. Sometimes a company already has a website, developer, agency or internal team, but the project needs a third perspective: a person or partner who can ask the right questions, review Search Console data, check technical implementation, understand SEO logic and explain which change should be prioritized.

For EasyFind, Visibilion worked exactly as this kind of partner. We looked at the portal not only from a marketing perspective, not only from a development perspective and not only from an SEO perspective, but as a whole. For a large portal, this is especially important because the problem can be in several places at the same time: SEO logic, a WordPress template, URL structure, robots.txt file, sitemap, internal linking, the company card template or metadata generation.

Visibilion’s work was to help identify where the real problem was, what impact it could have and how to solve it in a way that would benefit not only one page, but the entire portal structure.

Technical SEO and indexing

One of the central work blocks was technical SEO. For EasyFind.ee, this meant much more than fixing a few meta titles or H1 headings. In a large portal, technical SEO has to answer questions such as: which pages should be in Google, which should not, how Google finds them, how pages are connected to each other and whether the indexing logic supports the growth of the portal.

During the work, we analyzed Google Search Console data, the indexing situation, sitemap, robots.txt logic, canonicals, noindex rules, URL structure, duplicate content risks and how Google sees different page types across the portal.

For EasyFind, it was important to distinguish between pages that should be visible in organic search and pages whose indexing may not create value. When a portal has many similar pages, categories, filters or company cards, noise can be created for Google. In this case, the goal is not to index everything, but to help Google understand which pages are important.

This work also included the logic of metadata and page templates. When a portal has thousands of pages, part of SEO must work at the template level. If a template generates incorrect titles, repeated meta descriptions or unclear headings, the problem can repeat across a large number of pages. That is why SEO for a large portal has to be systematic, not only page-by-page.

Categories, company cards and UX/UI

Another major work block was the portal structure. Categories and subcategories are very important for EasyFind.ee’s growth because they create a bridge between user intent, company offers and Google’s search logic.

If categories are too general, poorly ordered or do not match how people actually search, part of the SEO potential remains unused. If the logic of categories and company cards is unclear for the user, a person may reach the page but not continue to the relevant service or company.

Visibilion helped review the structure of categories and company cards from both an SEO and user experience perspective. The focus was on questions such as: how should a category be built, what information does the user need, how should a company card create value for both search engines and people, and what kind of internal linking helps users move through the portal more effectively.

In addition to technical SEO, we also worked on UX/UI logic: how page templates look, whether the visual structure supports user movement, whether information is placed in the right places and whether the portal structure helps people quickly understand what they can do next.

For a large portal, UX/UI is not only a design question. It directly affects whether a user finds the right category, understands the value of a company card, moves from an article to a related service and eventually reaches the right company.

WordPress development support and technical tasks

EasyFind.ee runs on WordPress. This provides a lot of flexibility, but for a large portal it also means that every technical solution must be carefully planned. If WordPress templates, plugins, URLs, categories and content types do not work together logically, this can affect both user experience and SEO.

Visibilion’s work included technical fixes and development support both directly and in cooperation with developers. Our task was to help define what needed to be changed, why it needed to be changed and how to check whether the change solved the real problem.

In practice, this meant checking HTML and technical details in articles, analyzing URL logic, recommending structured data, improving the visual and logical structure of page templates, identifying issues that block SEO, preparing technical tasks for developers and checking completed work.

In large projects, it is very important that development does not happen blindly. Every change should support a clear goal: better indexing, a clearer category structure, better user experience, less duplicate content, more accurate metadata or better control over how Google sees the portal.

Visibilion helped maintain exactly this connection in the EasyFind project: SEO goals, technical implementation and business logic had to move in the same direction.

Three practical examples of more complex problems

To avoid staying too general, it is worth looking at three typical situations we encountered in SEO and web development for a large portal.

1. Metadata and duplicate titles

In a large portal, one technical template can affect hundreds or thousands of pages at once. If titles or meta descriptions are generated too generally, Google may see duplicate or inaccurate results. The user does not understand why they should click this exact result, and Google may not understand which page is the best match for which search.

Visibilion analyzed the metadata logic and helped define how different page types should stand out more clearly in search results. The focus was not only on making sure every page has a title, but on ensuring that the title and description support the specific category, company card or content page.

This type of work is important in a portal because optimizing every page manually is not realistic. The solution has to be partly systematic and controllable at the template level.

2. Category structure and search intent

Another important question was the logic of categories and subcategories. If a user searches for a specific service or product, they should reach a page that matches their need. If Google sees a category, it has to understand what topic it covers and for which searches it could be relevant.

Visibilion helped analyze which categories needed a clearer structure, which topics should be separated, how internal linking could support category visibility and which pages should be treated as SEO priorities.

This matters because a portal does not grow only by increasing the number of articles. A portal grows when its categories, company cards, content pages and technical templates form a clear system.

3. Where is the problem: SEO, WordPress, code or template?

The third typical situation was the need for independent diagnostics. In a large WordPress portal, it is not always immediately clear whether a problem comes from SEO settings, a WordPress template, development logic, HTML, plugin behavior, URL structure or indexing rules.

In these situations, Visibilion’s value was the whole-system view. We checked problems from several angles: Google Search Console, WordPress structure, HTML, URLs, metadata, sitemap, robots.txt, canonicals, internal linking and user experience.

This helped avoid situations where the symptom is fixed, but not the cause of the problem. If the cause is a poorly built template, manually changing one page will not help. If the cause is indexing logic, writing a new article will not solve it. If the cause is the category structure, changing only a meta title is not enough.

In exactly these situations, Visibilion works as a third and independent partner: we help when standard solutions do not bring results and the project needs a clearer technical and SEO perspective.

Results based on Google Search Console data

For EasyFind.ee, results should be assessed not only by individual keywords, but by the overall organic visibility of the portal. For a large portal, it is important how many pages Google finds, how many are indexed, how many impressions are generated and whether organic traffic is moving upward over time.

Based on Google Search Console data, EasyFind.ee has grown into a major organic visibility project. During the reviewed period, Search Console showed a total of 19.1 thousand clicks, 915 thousand impressions, 2.1% average CTR and 11.7 average position.

The trend is even more important. The impressions graph shows that at the beginning of 2025, organic visibility was still significantly lower, but by spring and early summer 2026, impression volume had grown to a clearly higher level. At the same time, the average position has moved toward stronger visibility.

From the indexing perspective, more than 7 thousand pages are visible in Google’s index. For a large portal, this is a very important signal: SEO is no longer about individual articles or categories only, but about the entire technical structure through which Google can find, understand and display the portal’s pages in search results.

At the same time, Search Console data also shows that a large portal needs ongoing technical monitoring. When there are more than 7 thousand indexed pages and more than 13 thousand non-indexed pages, it is necessary to regularly review which pages should actually be in the index, which should not and which indexing reasons need attention.

At this scale, SEO is no longer a one-time action. It is ongoing work with indexing, page templates, categories, internal linking, metadata, URLs and technical quality.

What does this cooperation story show?

The EasyFind OÜ cooperation story shows clearly that large web projects need more than one skill. SEO alone is not enough if the technical structure does not support indexing. Development alone is not enough if there is no clear SEO logic. Content alone is not enough if categories, URLs and company cards do not form a clear system.

Projects like this need a partner who can look at the whole. Visibilion’s role with EasyFind.ee has been exactly that: helping connect SEO, WordPress, technical audit, user experience, development support and Search Console data into one practical work process.

This case also shows that Visibilion can be useful not only when a company needs a completely new website. We can also help when a website already exists, development is ongoing, an internal team or other partners are involved, but the project needs an independent SEO and technical perspective.

This kind of role is very valuable for many companies. Sometimes everything does not need to be rebuilt immediately. What is needed is to understand what blocks growth, which problems matter most and in what order they should be solved.

For EasyFind.ee, the cooperation has been long-term and the plan is to deepen it gradually. Visibilion continues to support the project from the perspective of SEO, technical analysis, WordPress development support and digital growth.

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Summary: SEO for a large portal needs a system, not random fixes

The cooperation between EasyFind and Visibilion is an example of how SEO and web development for a large portal require a systematic and long-term approach. When a website has thousands of pages, categories, company cards and technical templates, SEO is no longer only keywords or articles. It is work with the entire website structure.

Visibilion has supported the EasyFind.ee project with technical SEO, Google Search Console analysis, indexing, WordPress development support, category structure, metadata, URLs, internal linking, UX/UI and development quality control.

Our role has been to help see the whole picture and find where the portal can grow. Sometimes this means a technical audit. Sometimes it means improving category logic. Sometimes it means preparing more precise tasks for developers. Sometimes it means setting priorities based on Search Console data.

Most importantly, SEO and web development should not work separately. When they move together, a website can become not only more attractive or technically cleaner, but also a stronger business channel.

For EasyFind.ee, this work is only part of a longer process. The portal’s growth continues, and Visibilion continues to support it as an independent SEO, technical and web development partner.

Сообщение EasyFind.ee case study: SEO and web development support for a large advertising portal появились сначала на Visibilion.

When a company starts thinking about paid advertising, it usually reaches two major options quite quickly: should it start with Google Ads or Meta Ads? One seems logical because people are already searching on Google for services, prices, and solutions. The other seems attractive because Facebook and Instagram allow you to reach a large number of people, show visuals, test offers, and grow brand awareness.

But the problem starts when these two channels are compared too simplistically. Google Ads is not just “more expensive advertising”, and Meta Ads is not just “a cheaper click”. These channels work with different logic, at different stages of the customer journey, and often with different goals.

Google Ads usually helps capture existing demand. The person is already searching for something: a service, a product, a solution, a price, a partner, or a company. Meta Ads often helps create demand, warm up the audience, or reactivate interest. The person may not be searching for anything yet, but a good ad can make them notice a problem, become interested in an offer, or return later.

That is why the most important question is not “which channel is better?”. The better question is: in which situation, with which budget, offer, website, and business goal, does your company need Google Ads, Meta Ads, or a combination of both channels?

Short answer: Google captures demand, Meta helps create it

Google Ads and Meta Ads can both bring a company leads, sales, and new customers. But they do not do it in exactly the same way.

Google Ads works especially well when a person is already looking for a solution. For example, they type into Google “website development price”, “SEO service”, “Google advertising agency”, “accounting service in Tallinn”, “car repair shop”, or another query connected to a specific need. At that moment, the ad does not need to explain the problem to the person from zero. The need already exists.

Meta Ads works in a different environment. A person usually does not open Facebook or Instagram to find a new website developer, SEO partner, or advertising manager. They are looking at friends’ posts, reels, news, videos, stories, or simply scrolling through content. The ad has to stop their attention in that flow and only then create interest.

That is why Google Ads is often stronger when there is already active search demand in the market. Meta Ads is stronger when the company needs to grow awareness, explain the offer, show visual value, test messages, or bring website visitors back through remarketing.

To simplify: Google catches a person at the moment when they are already searching. Meta helps a person notice you before they start actively searching.

When is Google Ads a better fit?

Google Ads is especially suitable for companies whose service or product people are already searching for. This means there is demand in the market and the person uses Google to find a solution, compare prices, or choose a service provider.

For example, Google Ads can be a very strong channel for website development, SEO services, Google Ads management, accounting, legal help, medical services, car repair, construction services, B2B equipment, training, rental services, and many other services for which people make specific searches.

The main advantage of Google Ads is user intent. If a person searches for “website development for company” or “SEO service price”, they are usually further along the buying journey than a person who randomly sees an ad on social media. They may not be ready to buy immediately, but their interest is clearer.

Google Ads is a strong choice if people are actively searching for your service, you have a clear offer, a proper landing page, and you want to reach a person at the moment when they are comparing options or looking for a specific solution.

At the same time, Google Ads also has a weak point. If the keywords are commercially valuable, competition can be expensive. The cost of one click can be several euros or more, especially in services where one new customer is valuable to the company. That is why simply launching a campaign is not enough. It is important to choose the right keywords, write precise ads, exclude irrelevant searches, and direct traffic to a page that can turn a visitor into a lead.

When is Meta Ads a better fit?

Meta Ads is a good fit when a company needs to reach people before they start actively searching on Google. This is especially useful for brand awareness, visual offers, emotional messaging, remarketing, special offers, and services that are easier to understand.

In Facebook and Instagram advertising, you cannot assume that the person is already close to making a purchase decision. The ad first has to stop attention. For that, you need a strong visual, a clear message, an understandable offer, and a landing page that continues the same thought.

Meta Ads can be very useful, for example, for a local service, a new offer, a restaurant, beauty services, an event, an e-commerce product, training, employer branding, or a service that can be presented well visually. Meta is also strong in remarketing: if a person has already visited your website, you can later show them a more precise offer, a reminder, or trust-building content.

The major advantage of Meta Ads is that you can test different messages, visuals, and audiences. You can quickly see which angle stops attention, which promise creates interest, and which offer makes a person click further.

But the weak point of Meta Ads is purchase intent. Many people click out of curiosity, not because they have a clear desire to buy. That is why a Meta campaign can look successful on the surface when the click cost is low, but in reality, it may not bring enough high-quality leads. For this reason, Meta advertising should not be evaluated only by CPC. You need to look at what the person does after the click.

The main difference: user intent

Google Ads and Meta Ads differ most not by ad format, but by user intent.

On Google, a person expresses their need through a search. They type something that shows what they want to find. It can be a specific service, price, problem, solution, or company. The ad responds to that search.

On Meta platforms, the person usually does not express search intent. There, the ad has to interrupt the person’s attention flow. The ad must be clear, interesting, or relevant enough for the person to stop and think: “This may be important for me.”

This difference defines how the channels should be used. If you evaluate Meta advertising with the same expectations as Google search advertising, you can draw the wrong conclusions. If you expect Google Ads to warm up the brand in the same way as a Meta campaign, you may also be disappointed. The channels are not the same, and they should not be forced to do exactly the same job.

With a small budget, should you start with Google Ads or Meta Ads?

With a small budget, the most important thing is not to spread money across too many channels at the same time. If the monthly budget is, for example, 150–300 euros, testing two channels at once may give too little data. Something will happen in both channels, but not enough in either of them to make calm and useful conclusions.

If your service is searched for on Google and you have a specific landing page, I would often start with Google Ads. There you can understand faster which searches bring relevant traffic, which keywords burn the budget, and whether the offer matches the person’s search intent.

If, however, your offer is new, seasonal, visual, or needs explanation, Meta Ads may be a better first step. There you can test different messages, visuals, and angles, and see whether the market reacts to the offer at all.

A simple decision rule is this: if people are already searching for your service, start with Google Ads. If they do not yet know that they may need your offer, start with Meta Ads or use it to support Google.

For a B2B company, one channel may not be enough

In B2B marketing, the buying journey is often longer than in simple consumer sales. A person may see an ad on social media, later visit the website, then search for the company on Google, compare alternatives, read an article, look at a case study, and only after a few days or weeks contact you.

That is why it is not always right to see Google Ads and Meta Ads as completely separate worlds. Meta can create the first touchpoint and make the company name more familiar. Google can later capture the person when they are already in the active search phase. Remarketing can bring back those who visited the website but did not send a lead request the first time.

In B2B, you often need not just a click, but trust. The person needs to understand who you are, what you do, which problems you solve, and why it is worth talking to your company. One ad may not be enough for that.

This is where a complete system becomes important: advertising, landing page, content, cases, analytics, remarketing, and the sales process must work together. If one part is weak, it may seem that the channel does not work, although the real problem is in the offer, website, or conversion measurement.

How to choose the right channel for your company?

Before choosing an advertising channel, it is worth answering a few practical questions. They help you understand whether it is now smarter to capture existing demand or start creating it.

• Do people search for your service on Google?
• Is your offer simple and understandable, or does it need explanation?
• Do you have a landing page that matches the promise in the ad?
• Does your company already have awareness, or does trust still need to be built?
• Do you have strong visuals for Meta advertising?
• Have you set up conversion measurement?
• Do you know how much a lead or sale is financially worth to your company?
• What is your real test budget for at least 30 days?

If there are no clear answers to these questions yet, advertising should not start only from a quick campaign launch or boosting a post. First, you need to understand what exactly is being measured, who the ads are shown to, and what must happen after the click.

The choice of advertising channel should not come only from what seems popular at the moment. It should come from your business logic, customer journey, offer maturity, website quality, and measurement readiness.

When should you use both channels together?

Often, the best solution is not to choose only one channel. If the budget, website, and measurement are in order, Google Ads and Meta Ads can complement each other very well.

For example, Google Search can bring leads from people who are already searching for a specific service. Meta Ads can at the same time grow awareness, explain the problem, show client stories, offer useful content, and bring back people who have already visited the website.

In that case, the channels do not compete with each other. They perform different roles in the same sales funnel.

• Google Search helps capture high-intent searches.
• Meta Ads helps create attention, interest, and the first touchpoint.
• Remarketing helps bring back people who have already visited the website.
• Content and case studies help build trust before the lead request.
• Analytics helps understand which channel and which message actually works.

The most important thing is not to expect that one channel will fix all problems. If the offer is unclear, the landing page does not convince, or conversion measurement is missing, neither Google Ads nor Meta Ads will save the situation.

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Why are the website and measurement more important than the channel?

Very often people ask: “Should we run Google Ads or Meta Ads?” But before that, they should ask something else: “Is our website ready to receive advertising traffic?”

If advertising brings a person to the website, but the website does not explain the offer, does not create trust, does not match the user’s expectation, or does not lead them to the next step, the budget starts disappearing quickly. In such a situation, it may seem that the advertising channel does not work, although the real problem is in the conversion journey.

The same applies to measurement. If conversions are not set up, form submissions are not tracked, calls are not measured, and campaigns are evaluated only by clicks, it is very difficult to understand what is really happening. The click cost may be low, but the traffic empty. The click cost may be higher, but the lead much more qualified.

That is why advertising should be viewed as a system. The channel is only one part. The offer, message, visual, landing page, trust-building content, CTA, form, analytics, and sales process after the lead are just as important.

Good advertising does not end with a click. Good advertising starts with a click and must then logically lead the person further: to understanding, trust, and eventually a lead request or purchase.

Conclusion: which channel should you choose?

Choose Google Ads if people are already searching for your service or product and you want to reach them at the moment when the need is active. It works well for services, products, and B2B solutions for which people make specific searches.

Choose Meta Ads if you want to grow awareness, create interest, test the offer, work with visual messaging, or bring back people who have already interacted with your company.

Use both channels together if you have enough budget, a proper website, clear measurement, and an understanding of which role each channel plays in the sales journey.

The best result often comes when Google and Meta do not compete with each other, but work toward the same goal through different tasks. One helps capture existing demand. The other helps create attention, trust, and new demand.

The advertising channel should not be a random choice. It should come from your business goal, customer journey, budget, website, and what you actually want to measure.

Сообщение Meta Ads vs Google Ads: which channel to choose? появились сначала на Visibilion.

Estdoor OÜ is an Estonian manufacturing company that produces metal doors, gates and metal structures. Its product range includes stairwell entrance doors, apartment and house doors, industrial doors, grille doors, profile doors and partitions, sectional doors, swing gates and various metal structures. Estdoor operates as a manufacturer for whom reliable technical competence and the ability to reach the right customers in Estonia and beyond are both important. The Estdoor OÜ website highlights metal door and gate manufacturing, 15+ years of experience and a broad product category structure.

Visibilion’s cooperation with Estdoor was not a one-off web development project. It was a long-term and complex digital marketing partnership in which, over two years, we developed the website, improved SEO visibility, created new service and category pages, wrote regular content, optimized existing pages, managed Google Ads campaigns, supported email marketing, purchased and used targeted contact databases, and handled ongoing technical and content-related tasks according to Estdoor management’s needs.

The main goal of the cooperation was to turn Estdoor’s digital channel into a stronger source of sales and enquiries. This meant that the website could not be only a company presentation. It had to help a potential customer quickly understand what solutions Estdoor offers, in which situations those products are suitable and how to contact the company.

Client feedback “

Visibilion helped us turn the website, SEO and Google Ads campaigns into a much clearer system. The work did not focus only on individual fixes, but looked at the full picture: how the customer finds us, how the website builds trust and how digital marketing supports enquiries.

Aleksandr Spasjonov

Estdoor OÜ

Web development SEO Google Ads Email marketing

Starting point: a manufacturing company needed a clearer digital system

With Estdoor, it was important to understand that this was not a simple service company where one short landing page would be enough. Manufacturing metal doors, gates and metal structures is a more technical field, where before sending an enquiry the customer wants to see specific information: what doors or structures are produced, which solutions are suitable for apartment buildings, which for private houses, which for industrial buildings, which products are in stock and which can be ordered in custom sizes.

For that, the website needed a logical structure where different product categories and target groups were explained separately. If all information is placed on one general page, it is harder for both users and Google to understand which searches the website should appear for. That is why we started working with Estdoor not only on individual texts or ads, but by organizing the whole digital system.

The focus was on three major directions: website development, SEO and enquiry growth. All activities had to support the same goal and bring Estdoor more high-quality contacts from people and companies looking for metal doors, stairwell doors, industrial doors, gates or metal structures.

Web development and structure: more than just a beautiful website

One of Visibilion’s first roles was to help Estdoor develop the website in a way that better supported users, search engines and the sales process. We worked on the site structure, content blocks, categories, subpages and landing pages. It was important that every main product category had its own clear page, not only a general mention on the homepage.

The Estdoor website has separate categories, for example, for doors, ready-made metal doors, apartment building stairwell doors, apartment and house doors, industrial doors, profile doors, gates and metal structures. This kind of structure helps the user move directly to the solution they need and gives Google a clearer signal about which topics and keywords each page is connected to.

Special attention was given to the segment of apartment building entrance doors. That page highlights durable metal doors, vandal resistance, intercom systems, free measuring and installation across Estonia. It also explains different door types, selection criteria, the ordering process and frequently asked questions. This approach helps make the page useful not only for SEO, but also from a sales perspective.

Our work was not limited to creating new pages. We updated existing pages, improved text structure, added meaningful content blocks, expanded metadata, optimized images and made smaller technical improvements based on management or sales-related feedback.

SEO: consistent growth of service, category and content pages

SEO was one of the central areas of work for Estdoor. In the metal door and gate manufacturing industry, customers often search for very specific solutions: stairwell doors, metal doors for apartment buildings, industrial doors, metal doors from stock, doors for private houses, gates, metal structures and similar queries. Each of these searches can indicate a person or company with a real need.

To make Estdoor visible for more searches, we created and developed new category and landing pages. We also regularly wrote articles that answered potential customers’ questions and supported service pages with internal links. The goal of content was not simply to fill a blog, but to increase SEO visibility and trust.

During the work, we optimized meta titles, meta descriptions, H1 and H2 headings, URLs, image alt texts and internal linking. It was especially important that every page focused on a specific topic and user need instead of repeating the same generic statements. For example, “metal doors” and “stairwell doors for apartment buildings” are related topics, but they reflect different search intent. That is why they need separate content and separate SEO logic.

The result of SEO work is also visible in Google Search Console data. Based on the included screenshots, the latest period summary shows 3.81 thousand organic clicks, 62.3 thousand impressions, 6.1% CTR and an average position of 13.6. The charts also show a growth trend in organic impressions and clicks, especially from the beginning of 2026. This indicates that the content and structural expansion of the website began to grow Google visibility over time.

Google Ads: faster enquiries and very low cost per click

In addition to SEO, we also used Google Ads campaigns for Estdoor. Google Ads was important because SEO is a long-term channel, while paid search makes it possible to reach potential customers faster, especially when a person is already searching for a specific product or service.

Based on the included Google Ads screenshot, the result for the selected campaign period was 2.65 thousand clicks, 27.6 thousand impressions, 9.58% CTR and an average CPC of 0.27 €. This CTR shows that the ads were well matched to search intent, and the low average cost per click made it possible to receive a significant amount of traffic with a reasonable budget.

The goal of Google Ads campaigns was not simply to increase traffic. The focus was on services and products with business value: metal doors, ready-made doors, stairwell doors, gates and other directions important to Estdoor. The work included keyword selection, ad group structure, ad copy, landing page selection, negative keywords and performance monitoring.

It was also important that ad traffic did not simply go to the homepage, but to the most suitable page. If a user searches for stairwell doors, they should reach the page about stairwell doors. If they search for ready-made metal doors, they should reach the page with doors in stock. This relevance improves user experience and increases the likelihood of an enquiry.

Email marketing and use of contact databases

The work done with Estdoor also included email marketing. For a manufacturing company, email is a particularly valuable channel because not all potential customers actively search on Google. Some target groups, such as apartment associations, property managers, construction companies or business clients, require a more direct and targeted approach.

For this, we used purchased contact databases and targeted email campaigns. The goal was not to send random mass emails, but to reach specific target groups with a suitable offer. For apartment associations, for example, communication can focus on stairwell doors, security, intercom systems, free measuring and installation. For commercial spaces or production sites, industrial doors, gates or metal structures may be more important.

Email marketing worked together with the website and landing pages. When a person received an email, they needed the option to move on to a clear page where the offer was explained and sending an enquiry was easy. That is why it was important that campaigns did not exist separately, but relied on a properly prepared website structure.

Multilingual website: Estonian, Russian, English and Finnish direction

Estdoor operates in a market where different customers use different languages. That is why it was important to develop the website as a multilingual one. In addition to the existing Estonian and Russian directions, we also worked on creating and developing English and Finnish versions.

Multilinguality does not mean simply translating text. Each language version must be natural, clear and correct from an SEO perspective. This means that headings, metadata, URLs, image texts, CTAs and page structure must fit the specific language and target audience. In the Estonian market, Estonian and Russian are important, while English and Finnish versions create additional opportunities for more international visibility and cooperation.

The English Estdoor website clearly presents the company’s main manufacturing directions: metal doors, apartment and house doors, industrial doors, grille doors, profile doors, gates and metal structures. This creates a better foundation both for foreign customers and for international enquiries.

Regular content creation: articles, categories and landing pages

One important part of the cooperation with Estdoor was regular content creation. We wrote new articles every month, updated existing pages and created new landing pages. This was necessary for several reasons.

First, regular content helps grow SEO visibility. Every new high-quality article or service page creates an opportunity to appear for new searches. Second, content helps answer customer questions before a sales contact. Third, articles can be used for internal linking, email campaigns and the sales process.

For Estdoor, important topics included choosing metal doors, door maintenance, sound insulation, doors for technical rooms, stairwell doors, solutions for apartment buildings, ready-made doors from stock and other practical questions. These topics are not only for SEO. They help the customer better understand which solution fits them and why Estdoor is a reliable manufacturer.

Every article or new page had to support the larger structure. Blog articles directed users to related service pages. Service pages supported enquiries. Category pages helped Google better understand the main topics of the website.

Analytics: decisions based on data, not feelings

During the cooperation, we regularly monitored data from Google Ads, Google Search Console and Google Analytics. This was necessary to understand which channels were working, which pages were growing and which directions were worth developing further.

The Google Search Console screenshots show a gradual increase in organic visibility. The impressions chart moves from lower levels at the beginning of 2025 to a clearly higher level by spring 2026. The clicks chart also shows a growth trend, and the position view shows that in some periods the average position improved noticeably.

The Google Analytics channel overview screenshot shows that over time, website sessions grew from several channels, including organic search, direct and paid search. This is important because the impact of digital marketing does not come from only one channel. SEO, Google Ads, email marketing, brand awareness and direct traffic influence each other.

Analytics made it possible to make practical decisions: which pages to strengthen, which services to advertise more, which articles to write next, which campaigns needed optimization and where unused potential remained.

Public business indicators: turnover grew as the digital system became stronger

The impact of marketing cannot always be linked one-to-one with company turnover, because the results of a manufacturing company are also affected by prices, production capacity, sales, seasonality, repeat customers and the overall market situation. At the same time, it is important to look at whether the company’s business development is moving in a positive direction during the same period.

Based on public data, Estdoor OÜ’s taxable turnover grew from the four-quarter total of 649,404 € in 2024 to 760,399 € in 2025. This means approximately +17% growth. In Q1 2026, taxable turnover was 176,298 €, compared to 124,871 € in Q1 2025, which means approximately +41% year-on-year growth.

These numbers do not mean that all growth came only from digital marketing. However, they show that the development of Estdoor’s digital visibility, website structure, content and advertising channels took place during a period when the company’s public turnover indicators were moving upward. This is an important signal because Visibilion’s goal was not to carry out isolated marketing activities, but to support the company’s broader growth and sales work.

What exactly did Visibilion do for Estdoor?

During the cooperation, a broad set of services developed with Estdoor. Our work was not only “SEO” or only “advertising”, but holistic digital marketing and web development support.

The main activities were:

• website development and technical support;
• creation of new landing pages;
• creation of new category pages;
• updating existing pages;
• development of SEO structure;
• optimization of meta titles and meta descriptions;
• image SEO optimization;
• regular article writing;
• adding internal links and CTAs;
• Google Ads campaign setup and optimization;
• support for email marketing;
• use of contact databases in campaigns;
• development of English and Finnish language versions;
• monitoring Google Analytics and Search Console data;
• smaller improvements and tasks based on ongoing management feedback.

This cooperation format gave Estdoor a flexible partner who does not work with only one tool, but looks at the entire digital system as a whole.

Results: clearer structure, more visibility and a stronger digital channel

The Estdoor project clearly shows why digital marketing for a manufacturing company should not consist of random isolated activities. If you only run Google Ads but the website is weak, enquiries may not come. If you only write articles but the service pages are confusing, traffic may not turn into sales. If you only do web development but there is no SEO or analytics, part of the potential remains unused.

For Estdoor, several directions worked together: website structure, SEO, Google Ads, content creation, email marketing, multilinguality and analytics. As a result, the website became clearer, search visibility grew, Google Ads brought traffic at a low cost per click, and the company’s digital channel began to support the sales process better.

The included data shows:

• Google Ads: 2.65k clicks, 27.6k impressions, 9.58% CTR, 0.27 € average CPC;
• Google Search Console: 3.81k organic clicks, 62.3k impressions, 6.1% CTR, 13.6 average position;
• organic impressions and clicks growth trend in 2025–2026;
• public taxable turnover growth from 2024 to 2025 of approximately +17%;
• Q1 2026 taxable turnover compared with Q1 2025 grew by approximately +41%.

These results show that consistent digital marketing can be much more than “website maintenance” for a manufacturing company. When done properly, it becomes a growth system.

Summary

The cooperation between Estdoor OÜ and Visibilion is an example of how digital marketing for a manufacturing company can be developed consistently and practically. Over two years, the work did not focus on only one channel, but on the whole digital ecosystem: website, SEO, Google Ads, content creation, email marketing, multilinguality, analytics and necessary ongoing improvements.

The most important result is not one chart or one campaign. What matters is that Estdoor’s website became a stronger business channel. Pages became more informative, services better structured, search visibility grew and marketing activities became more closely connected to the company’s sales goals.

For a manufacturing company, this means more control over its digital visibility. When the company is easier to find in Google, the website explains services better and ads direct users to the right place, there are more opportunities to receive high-quality enquiries. That is the system Visibilion developed and continues to develop together with Estdoor.

Сообщение Estdoor case study: How Visibilion improved website, SEO, Google Ads and enquiries появились сначала на Visibilion.