Ekmans Ståldörrar
Ekmans Ståldörrar wanted to strengthen their organic visibility and become easier to find for customers searching for steel doors, fire doors, and other door solutions online. Through long-term SEO work, we have focused on technical SEO, website structure, and optimization of existing category, landing, and product pages. In six months, the work has created clear shifts in Google's search results. The result includes six first placements, more prioritized keywords on Google's first page, and significant lifts on several commercially important searches.
The assignment
Toxic was tasked with strengthening Ekmans Ståldörrar's organic visibility and creating better conditions for the website to reach customers who are actively searching for the company's products and solutions.
The goal was primarily to increase visibility on business-related searches for steel doors, fire and security-rated doors, as well as various types of applications and product dimensions.
Just like in many larger product structures, there was already a lot of relevant content on the website. An important part of the work became to leverage more of what already existed - rather than building the strategy around large amounts of new content.
About Ekmans Ståldörrar
Ekmans Ståldörrar has been active since 1961 and delivers fire and security-rated steel doors and steel hatches. The company works with properties, industry, and public environments, and also offers installation and customization of doors. An important part of the offering is accessibility. Ekmans has a large stock of steel doors and steel hatches for quick delivery. The website therefore serves an important function both for customers looking for a comprehensive solution and for those who already know what type, classification, or dimension they need.
The customer's challenge
The potential in organic search traffic was clear, but several key searches were outside the positions where Ekmans could fully leverage the demand. This applied to both broader terms and more specific searches with high purchase intent. For example, the keyword "steel doors" was in 15th place at the beginning of the period, while several product-related searches were far down in the search results or lacked established visibility.
The challenge was therefore to create a clearer structure between the search query and the landing page, while also strengthening the website's technical prerequisites. The right category and product page should not only exist - Google also needed to clearly understand which page best answered each specific search.
Our solution
The work has had a clear focus on technical SEO and on-page optimization. We have worked on the website's technical structure while optimizing existing category, product, and landing pages based on relevant searches, search intent, and business value. The focus has included:
- identifying and addressing technical barriers to organic visibility
- improving the website's structure and internal linking
- creating clearer connections between different search intents and the right landing page
- optimizing existing category and product pages
- improving titles, headings, metadata, and page content
- strengthening the relevance of pages for different use cases and product dimensions
- ensuring that Google can more easily find, understand, and prioritize the right pages
- continuously monitoring developments and prioritizing the searches where the potential has been greatest
An important part has been to work with existing content and existing product structure, rather than assuming that more new articles or inspiration pages would automatically create better visibility. This also suits Ekman's website well, as it already contains a comprehensive product range and separate pages for, among other things, industrial doors, storage doors, basement doors, and steel hatches.
The result
The development during the period March 10 - September 10, 2026 shows a clear lift.
6 keywords in position 1: Among others "steel doors", "interior steel door", "steel doors Stockholm", "steel hatches", "storage steel door" and "steel doors in stock".
17 out of 32 keywords on Google's first page: More than half of the monitored keywords are now among the top ten results.
10 keywords among the top 3: A large part of the visibility is therefore at the very top of the search results.
13.5 in average position: Compared to about 20.4 at the beginning of the period - an average improvement of nearly seven positions.
Several individual keywords have made particularly large movements:
- "Ståldörrar" has gone from position 15 to position 1.
- "Ståldörr inomhus" has climbed from position 25 to position 1.
- "Ståldörr 9x21" has gone from around position 31 to position 2.
- "Ståldörr utomhus" (outdoor steel door) has improved from around position 31 to position 6.
- "Ståldörr pardörr" (double steel door) and "ståldörr 10x21" have also moved from around position 31 onto Google's first page.
There is still more to gain. The broad search "ståldörr" (steel door), which has the highest search volume of the tracked keywords, has gone from around position 31 to position 12. That's just short of the first page.
From general visibility to the right visibility
For Ekmans Ståldörrar, the work has not only been about being more visible, but about being visible for the right types of searches. A person searching for "steel door 9x21", "steel door storage", or "steel doors in stock" is often much closer to making an actual purchase or a quote request than someone conducting a more general information search.
By strengthening existing category and product pages, we have been able to create visibility for searches that are close to Ekmans' actual offerings. This makes SEO work more than just a matter of ranking - it creates better conditions for the right visitors to land on the right page at the right time.
A long-term effort
SEO is an ongoing process. Search behaviors change, competitors develop their websites, and Google's search results are continuously evolving. For Ekmans, the first six months have created a significantly stronger foundation. Several important searches have established themselves at the top of the search results, while a number of larger keywords are now within reach for further lifts.
The next step is to continue developing the technical prerequisites, further strengthen category and product pages, and move more business-critical searches towards Google's top positions. The goal is simple: for the customer to find Ekmans when the need for the right steel door arises.
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In the meeting, we will go through your goals, current situation, and how we can assist you further.
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