7 SEO Tips for Cabinet Manufacturers

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Why does SEO matter to a cabinet manufacturing company’s success?

As a cabinet manufacturer, your sales may occur online, as well as at an approved dealer’s showroom. For many shoppers, however, product research begins online, in search results, reviews, and AI assistants. That’s where SEO comes in and makes the difference.

With results-driven SEO, you can expect several increases, including in the following areas:

1. Search visibility and rankings
2. Website traffic
3. Conversion rates
4. Revenue

To demonstrate those results, consider the following examples from our portfolio:

1. Mosquito Magnet: A mosquito trap manufacturer, Mosquito Magnet became the number-one ranking website for “mosquito traps,” and entered the top five listings for “mosquito.”
2. Bricco: A fine-dining restaurant, Bricco saw their site traffic increase by more than 50 percent in one year, plus boosted reservations by more than 90 percent in 30 days.
3. Noble’s Pond: A local community for seniors, Noble’s Pond increased its traffic by more than 750 percent in 90 days.

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Cabinet Company

7 SEO tips to drive cabinetry sales

Ready to adopt SEO for your company?

Here are seven great tips to get you started:

1. Research long-tail keywords

For many businesses, it’s essential to focus on long-tail keywords versus short-tail keywords. The reason behind that recommendation is due to competition from many big-brand companies, such as Home Depot or Lowe’s, for short-tail keywords.

What are short- and long-tail keywords, though? 

A long-tail keyword is specific, while a short-tail keyword is general. The phrase, “bathroom cabinets” is an example of a short-tail keyword, while “walnut bathroom cabinets” is a long-tail keyword.

Long-tail searches are also the ones most likely to trigger an AI answer.

In WebFX’s analysis of 188,713 U.S. manufacturing queries, searches of seven or more words triggered an AI Overview 61.2% of the time, versus 21.1% for one- to two-word searches.

If you focus your efforts on long-tail keywords, you’ll likely earn more qualified leads.

People searching for a walnut bathroom cabinet know what they want, while people searching for bathroom cabinets have a range of intents, like repairing, painting, or purchasing a cabinet.

2. Write engaging and informative content

Now that you’ve prepared your keywords, you can turn your attention to the content on your website. It’s essential to optimize your marketing content not only for search engines but also users — focus on your website’s visitors first, though.

How do you create one-of-a-kind content? More research.

Look to your customers and the questions they ask AI assistants for inspiration, such as by creating an FAQ for cleaning your cabinetry or replacing cabinetry hardware. Consider visiting other websites for ideas too, like Quora, which may feature user questions about choosing cabinets.

As a cabinet manufacturer, you can create tons of different content to engage users, including:

1. Videos
2. Infographics
3. Blogs
4. Guides
5. And more!

A factor you may also want to think about when composing content is its position in the buying funnel.

A product page, for example, is closer to a conversion than a blog post about organizing your kitchen cabinets. Both content types are valuable, but you may prioritize one over another depending on your goals.

Make sure you optimize your content with keywords in the following locations too:

1. Title
2. Meta description
3. Content

It’s worth noting that including keywords in your meta description doesn’t help your page rank, but it does help draw a user’s attention. If someone searches, “How to protect cabinets from humidity,” for example, those terms will appear in bold if they’re within your meta description.

Sharretts Plating, a metal finishing company, focused its title tags and meta descriptions on high-value metal finishing keywords and published new blogs and articles alongside a link-building campaign. It saw a 270% increase in organic traffic.

If you fully invest in your SEO strategy, you can create content that appeals to every stage of the buying funnel, from awareness to consideration to purchase.

3. Build and earn valuable links

As you brainstorm content for your website, you also want to investigate link building. It’s essential to build links on- and off-site as they’re one of the most important ranking factors for Google. Adding internal links to content on your site is easy, but earning backlinks poses more of a challenge.

Why?

With internal link building, you’re linking to pages within your site. If you mention a product you offer in a blog post, for example, you link to it. When earning backlinks, however, you depend on outside parties, like a blogger, journalist, or influencer to share or link to your content.

A few proven link building strategies for cabinet manufacturers include:

1. Create high-quality content
2. Pitch guest blog posts to relevant websites
3. Generate brand awareness on social media
4. Establish relationships with influencers

Quality outweighs quantity when it comes to link building. Mentions on the trusted sites your buyers read also shape which brands AI answers recommend.

4. Optimize images for search

For many cabinet manufacturers, photographs are essential.

They showcase your product and brand, as well as emphasize a certain lifestyle to visitors. Plus, they can help your ranking in search results when given the appropriate filename and alt text.

Why?

A search engine reads your page, relying on your descriptions to build a visual. Search engines like Google can analyze images, but they still rely on text to understand what a picture shows and when to surface it.

In most cases, a search engine will look at your alt text to gain some context. As an example, you may say, “A white wooden kitchen cabinet with steel hardware,” for your latest collection of kitchen cabinetry.

In comparison, your filename doesn’t require the same level of description — you can make it brief. So, you could use the filename, “white-kitchen-cabinet,” for that stunning cabinet mentioned above. Or, you could include the name of the collection it’s a part of, like “signature-collection-kitchen-cabinet.”

Try to use your keywords in your filename, if possible.

The content surrounding your images are used for reference too, so make sure they add value to one another. Another benefit of adding photographs to your pages is they add white space and make it easy for readers to skim the page.

5. Improve page speed

An all-too-common pain point for many cabinet manufacturers is their page loading times. If you have high-resolution, uncompressed images on your website, they’re likely slowing it down.

A slow page, whether it’s your homepage or product page, contributes to less-than-thrilling user experiences and lower rankings.

It also creates a ripple effect, influencing your conversion rates, customer satisfaction, and revenue.

That’s why page speed optimization is essential for your business, as well as your dealers.

If you’re targeting the speed of your website and its pages, start by evaluating their current load times. Free tools for this step include PageSpeed Insights and the Core Web Vitals report in Google Search Console.

What speed is ideal for your website?

Google answers that with Core Web Vitals, which measure loading speed with Largest Contentful Paint (LCP), responsiveness with Interaction to Next Paint (INP), and visual stability with Cumulative Layout Shift (CLS). Aim for a passing score on each, starting with your product and collection pages.

Our team utilizes several tools and techniques to get your website there, including:

1. Image optimization
2. Content compression
3. HTTP request minimization
4. And more

6. Create a mobile-friendly website

With more than half of the world’s Internet traffic coming from mobile devices, it’s essential to build a mobile-friendly website that makes it seamless for users to view your products, contact your team, or share your content.

Plus, a fast and friendly mobile website will help you when it comes to SEO and ranking.

If you opt to create a mobile-friendly website in-house, keep in mind the following factors:

1. The use of fingers and thumbs versus mouse clicks to maneuver your website
2. The size of images and graphics on a mobile device
3. The length of contact or quote request forms
4. The position of essential and non-essential information on the screen

As you build your website, use semantic HTML5 elements so search engines and AI tools can read each page’s structure.

HTML5 offers several advantages from an SEO perspective. It helps your company better express what’s on a page to Google, as well as other search engines, via several new HTML5 elements or tags, which include:

1. Article
2. Section
3. Header
4. Footer
5. Nav

You can also use new link types to describe your links further, such as with author attributes.

An excellent example of a successful mobile-friendly website is from Ceramcor. For years, our team’s been a trusted partner of the ceramic cookware manufacturer and provider, and we built on that trust with their redesigned desktop website and mobile website.

The result? A 51 percent increase in conversions and a 71 percent increase in revenue.

7. Practice AI search optimization

AI search changes SEO for cabinet manufacturers by showing buyers a shortlist before they visit a manufacturer’s site. Google AI Overviews, ChatGPT, and Perplexity answer questions like “best semi-custom cabinets for a humid bathroom” by naming a few brands and the sources behind them.

If your brand isn’t in that answer, the buyer may skip your dealer locator entirely. These steps help your cabinet lines earn a place in those answers:

1. Track the answers buyers see: Expedite AI search visibility monitoring with a platform like OmniSEO®, which can help you see where your business (or its competitor) appears for the cabinet prompts that matter to your business. You can even monitor your brand’s sentiment.
2. Answer dealer and showroom questions on your site: Turn the questions your sales team and dealers hear about finishes, construction, lead times, and care into plain-language FAQs on collection and product pages.
3. Match product markup to how you sell: Google’s product structured data guidelines use product snippets for pages where people can’t buy directly and merchant listings for pages where they can. If you sell through dealers, most collection pages fit the product snippet approach.
4. Earn mentions where buyers research: Reviews and third-party roundups shape which brands buyers consider, so aim the link building from tip three at remodeling, kitchen design, and builder publications.

Bring your cabinetry to homes and businesses with WebFX

For many cabinet manufacturers, the challenge of digital marketing is that it’s always changing, from Google’s rankings to the brands AI answers recommend.

Plus, SEO requires a long-term commitment and investment of your time, which is why partnering with the award-winning WebFX team is an ideal option for many businesses.

With our experience, as well as client retention rate of 91%, you can trust our team to plan and implement a result-driven SEO strategy for your cabinet manufacturing company that works to achieve your goals.

Contact our experienced team of SEO strategists today to discover what our SEO services can do for your lead gen — or call us at 888-601-5359 — to discuss your goals!