You build quality cabinets. You take pride in your craftsmanship. You care about getting the details right. But if your small cabinet shop isn’t showing up when people search on Google for “custom cabinets near me,” “kitchen cabinet maker [your city],” or “built-in storage [region],” you’re invisible to the exact customers you want.
Whether you work solo or run a small team, this guide will show you how to bring more local Google searches to your small cabinet shop through expert SEO, without needing a big marketing budget or a tech degree.
This is about being found by the right people, in the right places, at the right time—when they’re actively looking for what you build.
Why Local Google Traffic Matters
People use search engines like Google to find cabinet makers. They search when they’re planning a kitchen renovation, buying a new home, or upgrading built-ins. These are high-intent searches—buyers with real needs and real budgets.
Examples:
- “custom kitchen cabinets Toronto”
- “cabinet maker near me”
- “built-in bookshelves contractor Portland”
- “pantry cabinet installation small shop Ohio”
If your shop isn’t showing up on those local searches, you’re missing warm leads every single day.
Step 1: Set Up and Optimize Your Google Business Profile
Your Google Business Profile (GBP) is your cabinet shop’s most powerful free tool. It gets you listed on Google Maps and in local search results—the “3-pack” that appears at the top when someone searches near you. This is often the first impression people get of your business. A well-set-up profile builds credibility instantly and increases your visibility in your area. It also connects your business with local buyers at the moment they’re searching.
How to Set It Up
- Visit Google Business Profile
- Claim or create your listing
- Use your real business name—no keyword stuffing
- Add your physical address (or service area if you’re mobile or home-based)
- Set your category to “Cabinet Maker” or “Kitchen Remodeler.”
- Add your phone, website, and business hours
- Write a simple description like: “We’re a locally owned cabinet shop in Asheville, NC, specializing in custom kitchen cabinets, built-in pantries, and storage solutions.”
(Download our PDF with detailed instructions)
Pro Tips
- Add 10–20 high-quality photos of your work
- Post regular updates (once a week is ideal)
- List your services—like “pantry cabinets”, “cabinet installation”, and “kitchen cabinet design”
- Enable messaging if you want people to contact you via text
Google uses the info on your profile to decide whether to show your business in search. Keep it fresh, relevant, and complete.
Step 2: Optimize Your Website for Local Cabinet Keywords
Your website is your digital shopfront. Think of your site as a tool to answer buyer questions before they even reach out. It should give visitors confidence in your work and nudge them toward getting in touch. Local SEO starts with building pages that match what people are actually searching for. Even if most of your business comes from referrals, buyers will Google you first, and your site needs to show up for the right searches.
What to Include
Home Page: This is your site’s front door. It should immediately communicate who you are, what you offer, and where you work. Make it easy for people to understand they’re in the right place.
- Headline with your service + location: “Custom Cabinets for Kitchens, Pantries, and Built-Ins in Madison, WI”
- Short intro with keywords: what you do, who you serve, where you work
- A few featured project photos
- A clear call to action: “Request a Quote” or “Call for a Consultation”
Services Page: Each service should stand on its own, both for search engines and for human readers. By breaking them out clearly, you make it easier for people to find exactly what they need. It also shows you’re not just a generalist. Write individual pages for each of the following services:
- Kitchen Cabinets
- Bathroom Vanities
- Mudroom Cabinets
- Floating Shelves and Built-Ins
- Cabinet Installation
Each page should include multiple sections, and be sure to mention the areas you serve throughout the content.
Portfolio or Project Gallery:
The portfolio is your strongest visual proof. People want to see the kind of results you deliver, not just read about them. A well-built gallery builds trust faster than any paragraph ever could. Showcase real jobs, ideally 5–10 photos per project with:
- Location (city or neighbourhood)
- Cabinet type and materials
- Before/after shots (if available)
- Small description of what the client needed
Contact Page: The contact page is where casual browsers turn into real leads. Keep it clean, simple, and focused. It should reassure people that you’re easy to reach and responsive.
- Clickable phone number
- Email or contact form
- Service area or map
- Operation Hours
Step 3: Use Location-Specific Pages or Posts
One of the best ways to bring in local traffic is by targeting nearby towns and neighbourhoods with dedicated content. These pages help you rank in smaller pockets of your service area that your main pages might miss. They also show that you have a local presence and care about serving clients in those communities. Over time, they compound into a network of local authorities. Create a page like “Custom Kitchen Cabinets in Toronto, ON” and include:
- A few paragraphs describing how you serve that area
- Photos of projects done in that location
- Mentions of local landmarks or neighbourhoods
- A call to action
Other ideas:
- “Floating Shelves and Built-Ins in North Dallas Homes”
- “Mudroom Cabinets for Colorado Mountain Houses”
- “Top-Rated Cabinet Shop Serving West Des Moines”
Google loves specific location pages, especially when they’re tied to real content, not just a list of cities.
Step 4: Get More Reviews (And Use Them)
Buyers rely heavily on reviews when choosing a contractor. The more positive, relevant feedback you have, the better your chances of getting contacted. It also adds credibility and reassures first-time visitors that you deliver quality work. Reviews don’t just build trust, but also boost your local search rankings. Businesses with more recent, detailed reviews appear higher on Google Maps and search results.
How to Get Reviews:
- Ask after each completed job
- Send a direct link to your Google Business Profile (you can generate it in your GBP dashboard)
- Make it easy with a simple text or email like: “Thanks again for letting us build your new kitchen cabinets! If you have a minute, would you mind leaving us a quick review? It helps other homeowners find us.” [link]
How to Use Reviews:
- Post snippets on your website
- Feature quotes on project pages
- Mention keywords in responses: “Thanks, Mike! We loved designing your pantry cabinets in Portland’s Alberta District.”
These help reinforce your location and service keywords organically.
Step 5: Use Photos to Get Found in Image Search
Most homeowners want to see proof before they call. That makes visual content one of your best tools for attracting and converting leads. Quality images also create more entry points into your site through image search. Photos also help with SEO as Google indexes your images for local searches, especially when they’re properly named and tagged.
Rename files before uploading: This takes just a few seconds per photo but makes a real difference in visibility. You’re helping Google understand what’s in the image. The better the context, the better your chances of showing up.
- custom-white-cabinets-milwaukee.jpg
- built-in-shelving-unit-cabinetmaker-toronto.jpg
Add descriptive alt text when uploading to your site
- “Shaker-style custom kitchen cabinets installed in Tulsa, OK”
Use photos across:
- Google Business Profile
- Website project pages
- Blog or content pages
Visual proof = local trust + local traffic.
Step 6: Get Listed in Local Directories and Industry Sites
Google looks at citations, including your business name, address, phone number (NAP), across the web. These listings send strong signals about your business’s credibility and relevance. Even if people don’t click them, they still help boost your authority in Google’s eyes. It’s about showing up everywhere your local buyers might look. The more consistent listings you have, the better your local rankings.
Key Places to List:
- Google Business Profile (already covered)
- Yelp
- Angi
- Houzz (especially with pro photos)
- Nextdoor
- Local Chamber of Commerce
- Home Builder Association websites
- Local small business directories or community sites
Pro Tip: Make sure your NAP info is identical on every listing. Even small inconsistencies (like “St.” vs “Street”) can confuse Google. Double-check every detail. Typos, formatting differences, or missing info can weaken your trust signals. This is one of the easiest problems to fix and one of the most common.
Step 7: Build Local Backlinks
A backlink is when another site links to your site. Google sees this as a sign of authority.
How to Get Local Backlinks:
- Ask local contractors or builders to link to your site from their “Preferred Vendors” page
- Offer to write a guest blog post for a local interior designer
- Sponsor a local school or event and get listed on their website
- Join local business networks that have online directories
- Get featured in local news (e.g., “5 Small Shops Building Better Kitchens in Tampa”)
These signals help boost your visibility and search position in your area.
Step 8: Track Your Results and Adjust
You don’t need to guess what’s working. Tracking helps you see which efforts are paying off and which aren’t. It also gives you hard data to make smarter decisions. Over time, this helps you spend less effort and get better results. Use simple tools to track your traffic and leads.
Tools to Use:
- Google Business Profile Insights: See how many people called, visited your site, or asked for directions
- Google Analytics: Track where website visitors come from, what pages they view, and how long they stay
- Google Search Console: See which search terms (keywords) people are using to find your site
- Call tracking numbers (optional): Helps you see which pages or listings generate the most phone calls
Review your data monthly. Double down on what’s working. Cut what’s not.
Bonus: Use Simple Content to Stay Visible
Helpful content gives your site more opportunities to rank and keeps your brand top-of-mind. It also shows your expertise in a low-pressure, value-driven way. Even one good post can become a long-term traffic driver.
Ideas:
- “How to Choose the Right Cabinet Style for Your Kitchen Remodel”
- “Cabinet Materials: Plywood vs MDF vs Solid Wood”
- “3 Things to Know Before Hiring a Cabinet Maker in [Your City]”
- “Project Spotlight: Kitchen Cabinets in [Neighbourhood Name]”
- Use these to boost SEO, send to clients, and post on social media.
Final Thoughts: Local Traffic Is the Growth Engine for Small Cabinet Shops
To compete online, you need a focused, consistent strategy that does three things:
- Tells Google where you are and what you do
- Shows potential clients real proof of your work
- Makes it easy for people to contact and hire you
Local Google searches are packed with high-intent buyers, including homeowners who are ready to renovate, build, or upgrade. These aren’t casual browsers. They’re searching with purpose, and they’re looking for someone nearby who can deliver.
Your job is to show up. And if you want expert help doing it, we specialize in local SEO for cabinet shops. From Google rankings to lead-generating websites, we’ll help you get found, earn trust, and turn local traffic into real projects.