A homeowner is standing in their kitchen, staring at tired cabinet doors and a junk drawer that won’t close. They’re not panicking like an emergency repair call—but they are ready to spend. So they search “cabinet refacing near me,” scroll photos, and tap the shop that looks like it can build something worth living with for the next ten years. That’s SEO at work. Now fast-forward: the same homeowner asks an AI tool, “Who’s the best cabinet maker near me for a custom kitchen with soft-close hinges and a modern shaker style?” If the AI names a short list (or one clear pick), that’s AEO.
For cabinet makers, SEO gets you discovered. AEO gets you recommended. And when typical projects land in the $5,000–$30,000 range, being invisible online isn’t a branding problem—it’s a revenue problem.
The “findable” layer: how cabinet shops show up on search
SEO (search engine optimization) is what helps your cabinetry business appear when someone uses Google to look for exactly what you sell. In cabinetry, high-intent searches usually sound like:
- “custom cabinets [city]”
- “cabinet installation [city]”
- “cabinet refacing cost [city]”
- “built-in shelving contractor near me”
- “closet systems custom [neighborhood]”
When SEO is working, you show up in the places people actually click—especially during seasonal spikes like spring remodel season, fall “holiday hosting” upgrades, and the New Year renovation wave.
Here are the three main visibility zones cabinet makers compete in:
1) Map results (the local 3-pack).
This is heavily influenced by your Google Business Profile: categories, location/service area, photos, reviews, and activity.
2) Regular website results (organic rankings).
These are the “blue link” listings: your service pages, galleries, and educational content like “refacing vs replacement.”
3) Trust signals that support both.
For cabinet makers, trust is visual and process-driven. Google and homeowners both respond to proof: project photos, detailed reviews, and a clear design/build/install workflow.
If you want a broader view of how lead generation is changing for home services (including trades like cabinetry), this is useful context: AI-Driven Lead Generation Strategies for Home Service Businesses.
What tends to move rankings for cabinet makers (fastest)
If your time is limited, focus on the items that match how people choose a cabinet maker:
- A photo-rich Google Business Profile: before/after, finished kitchens, close-ups of joinery and hardware, and clean install shots.
- Service pages that match buying intent: custom cabinets, refacing, closet systems, built-ins, installation.
- Portfolio pages that include location context: “Kitchen remodel in Westfield” beats a generic gallery.
- Reviews that mention the project type: “refaced our oak cabinets and added soft-close hinges” is far more valuable than “great work.”
- Consistent business info everywhere: same name, phone, address/service area, and website across directories.
Cabinetry is a “compare and choose” purchase, not a “call whoever’s open” purchase. Your SEO has to help customers feel confident enough to request a design consult.
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The “recommended” layer: what AEO changes for cabinet makers
AEO (answer engine optimization) is about showing up inside AI-generated answers—like Google AI Overviews, ChatGPT, Perplexity, and others—when someone asks a question instead of typing a short keyword.
In cabinetry, those questions are often more specific and more profitable, like:
- “Who does cabinet refacing near me that looks high-end?”
- “Best cabinet maker for a custom walk-in pantry and built-ins”
- “Who installs custom closets with soft-close drawers?”
- “What’s the difference between refacing and replacing cabinets, and who can help me decide?”
The critical shift:
- SEO helps you rank among options.
- AEO helps you become the option the AI feels safe recommending.
AI tools are trying to reduce uncertainty for the homeowner. So they look for clear signals that your shop is legitimate, experienced, and easy to describe.
Where AI systems get their confidence
You don’t “submit your business to AI” in the traditional sense. AI systems synthesize what they can find. In practice, the strongest inputs tend to be:
- Your Google Business Profile (services, photos, reviews, Q&A, hours)
- Your website (service pages, galleries, FAQs, process, materials/hardware)
- Third-party sources (local directories, review platforms, community sites)
- Mentions across the web (features, partnerships, builder pages, “best of” lists)
- Consistency and freshness (recent reviews, new photos, current information)
Cabinet makers get hit especially hard by “missing detail.” If your site never clearly states that you do cabinet refacing, the AI may assume you’re only full custom—or skip you when someone wants the budget-friendly option (which matters because refacing typically costs 40–50% less than full replacement).
How SEO and AEO overlap (and how they don’t)
It’s tempting to think of AEO as a replacement for SEO. For local cabinet makers, it’s more accurate to think of AEO as a new distribution channel that rewards the same fundamentals—plus clarity.
Search engines still care about proximity and relevance
Local map rankings lean heavily on “near me” intent. If someone is in a specific suburb, Google often favors nearby shops—assuming your quality and trust signals are competitive.
AI cares about “explainability” and specificity
AI prefers businesses it can summarize cleanly, for example:
- “Specializes in custom kitchens and built-in shelving”
- “Offers 3D renderings and a design-to-install process”
- “Uses quality wood and premium hardware; soft-close is standard”
- “Highly rated for refacing projects and clean installs”
That’s why your content can’t be vague. “We do cabinetry” doesn’t help a homeowner (or an AI) decide between you and big-box refacing services.
AI can shorten the customer journey
With traditional SEO, a homeowner clicks your site, browses photos, then calls. With AEO, they might get your business name and phone number directly in the answer—meaning you can win leads even when website clicks drop.
If you’re trying to understand why different AI platforms show different kinds of results, this breaks it down clearly: ChatGPT vs AI Overviews vs Grok vs Perplexity: What's the Deal?.
Cabinetry-specific content that actually wins projects
General marketing advice doesn’t account for how cabinetry is sold. Homeowners want to see style, fit, and finish—and they want a process that feels controlled (because kitchens disrupt daily life).
Here’s what tends to produce both better rankings and more booked consults.
Build pages for your “money services,” not a single generic Services page
A cabinet shop that tries to rank one “Services” page for everything usually loses to a competitor with focused pages.
Consider dedicated pages for:
- Custom cabinet building (kitchens, baths, laundry, islands)
- Cabinet refacing (doors/drawer fronts, veneer, hardware upgrades)
- Cabinet installation (including “customer-supplied cabinets” if you want that work)
- Closet systems (walk-ins, reach-ins, mudrooms)
- Built-in shelving (living rooms, offices, fireplaces, window seats)
On each page, include the information people ask on calls:
- What the service includes (and what it doesn’t)
- Typical timeline (design, build, install)
- Materials and hardware options (yes, mention that soft-close hinges are standard in quality cabinets)
- What impacts price (wood species, finish, layout changes, accessories)
- Photos from real projects (with brief captions)
Turn your portfolio into a lead generator (not just a gallery)
Cabinetry is visual proof. A strong portfolio page should do more than display images—it should help the homeowner picture their project.
Add project write-ups like:
- “Inset shaker kitchen with painted maple doors + soft-close drawers (Spring remodel, Northside)”
- “Refacing: updated door style, new drawer boxes, and modern pulls (Fall hosting prep)”
- “Closet system with mixed hanging and drawer storage for a 1920s home with tight dimensions”
Include a few specifics per project: door style, finish, hardware line, and what storage problem you solved (“we added a trash pull-out and a vertical tray divider”). Those details become keywords for SEO and “evidence” for AEO.
Explain “refacing vs replacement” in plain language (and use the real math)
Big-box refacing services often win because they simplify the decision. You can beat them by being clearer and more transparent.
Create one page or FAQ that states:
- Refacing is often 40–50% less than full replacement (when boxes are solid)
- Replacement makes sense when layout changes, boxes are failing, or you want a full redesign
- Both options can look high-end if the doors, finish, and hardware are quality
This single piece of content tends to attract motivated homeowners who are already budgeting and comparing.
Make your design process obvious (3D renderings are a trust accelerator)
Unlike many trades, cabinetry decisions are emotional and aesthetic. If you offer a custom design process, say it clearly:
- In-home measure (or showroom consult)
- Design meeting + material selection
- 3D renderings or drawings
- Build schedule and install plan
- Final walkthrough and adjustments
That process is not just for humans—AI can summarize it as a reason you’re “easy to work with” and “professional.”
Reviews and photos: your unfair advantage over “good enough” competitors
Cabinetry customers don’t just want “good service.” They want confidence that the finish will look right in their home. Reviews and photos do that job better than any claim you make.
Get reviews that mention the specific work
When you request a review, guide the homeowner with a simple prompt:
“Would you mind mentioning what we built—custom kitchen cabinets, refacing, closets, built-ins—and any details like soft-close or the finish? It helps people find us.”
Those details help you show up for more specific searches and give AI something concrete to match to future questions.
Post photos like a craftsperson, not like a marketer
Big-box services often have generic marketing images. You can win by posting authentic job photos consistently:
- Door/drawer alignment close-ups
- Finished corner details
- Before/after comparisons for refacing
- Hardware and accessory shots (pull-outs, spice racks, tray dividers)
- “In progress” photos that show cleanliness and care
Consistency matters. A shop with fewer total photos but frequent updates often looks more active and trustworthy than a shop with a big dump from five years ago.
A practical cadence: what to do weekly, monthly, quarterly
You don’t need a marketing department. You need a routine that fits between builds and installs.
Weekly (60–90 minutes)
- Add 5 new photos to your Google Business Profile (one project at a time).
- Request 3–5 reviews from recent completions (especially refacing and closets—fast turnaround projects can build momentum).
- Answer one real homeowner question on your site or FAQ (“How long does refacing take?” “Can you match my flooring?”).
Monthly (half-day focus)
- Improve or publish one high-intent page (e.g., “Cabinet Refacing in [City]” or “Custom Built-Ins”).
- Update your portfolio with one mini case study (6–10 photos + short description).
- Check top listings for consistency: hours, phone number, service area, website.
Quarterly (bigger upgrades that pay off)
- Create a “signature” page for your most profitable work (often full custom kitchens or whole-home built-ins).
- Add a clear “Materials & Hardware” section (wood options, finish types, hardware brands/tiers).
- Formalize a review system: who asks, when they ask, and a simple text template.
If you want to track whether your shop is showing up across AI platforms (and what to fix when you’re not), Pantora can monitor AI visibility and give a prioritized action list.
Signs AI answers are already influencing your leads
You’ll usually notice behavior changes before you see a clean report.
- Prospects say, “Google’s AI suggested you,” or “ChatGPT mentioned your shop.”
- You get fewer casual tire-kickers and more “ready to design” consult requests.
- Callers ask comparison-style questions: “Do you do refacing, or only full custom?” “Do you offer 3D renderings?” “What’s your typical timeline?”
- Big brands start showing up in conversations even when the homeowner prefers local craftsmanship.
If leads are down and you’re not sure whether it’s visibility or conversion, this helps diagnose common issues: 5 Reasons Homeowners Aren’t Calling (and How to Fix It).
If you’re not being found (or recommended), fix these gaps first
Most cabinetry shops don’t have an “SEO problem.” They have a clarity problem.
Start with these high-impact fixes:
- Your core offerings aren’t explicit (custom vs refacing vs installation vs closets vs built-ins).
- Your service area is inconsistent (site says one thing, Google says another).
- Your photos don’t show finished work clearly (or you don’t post often).
- Reviews are generic and don’t mention the work you want more of.
- Your portfolio lacks context (no locations, no project descriptions, no materials/hardware details).
Pick one profitable service—say, cabinet refacing or custom built-ins—make a dedicated page that explains it in plain language, add a small portfolio section, and collect a handful of reviews that mention that exact service. That combination tends to lift both SEO rankings and AEO recommendations without requiring a full website overhaul.
When you treat SEO as “being easy to find” and AEO as “being easy to recommend,” your marketing gets simpler: show real work, describe your process, and make it obvious what you build. The cabinet makers who win the next wave of remodel demand will be the ones with the clearest proof—where homeowners and AI can both see it.