A kitchen catalogue is built differently from most shops. One door style comes in a dozen colours, and that style applies to a long list of base, wall and tall units, each in several widths and often in left or right hand. Add worktops cut to length, end panels, plinths, handles and sample doors, and the number of sellable combinations dwarfs the number of things a buyer would ever search for.

That gap is the core SEO problem for kitchen retailers, door replacement companies and cabinet makers. This page works through it using Google’s own documentation, linked as I go. Where I give an opinion instead of a Google rule, I say so.

Search demand tends to sit at range and colour level

Few homeowners start by searching for a 500 mm base unit. More often they search for a look: a sage green shaker kitchen, a handleless kitchen in matt grey, oak slab doors. Those phrases are examples; your own Search Console queries will show the real ones. The pages that should win those searches are range pages and range-in-colour pages, not individual cabinets.

My recommendation is to treat each range colour as a proper landing page, for example /kitchens/shaker/sage/. Give it its own copy, room photography, the door and handle options, and a clear route to the units. Google’s URL guidance asks for a self-referencing canonical on every indexable page, with the same URLs used in sitemaps and internal links.

Long unit lists and pagination

A range page that lists every unit will often paginate. The same Google page sets out the rules: a unique URL for each page of results, a consistent choice about whether ?page=1 appears, and real <a href> links rather than JavaScript-only navigation. A “load more” button that fetches units by script, with no links behind it, can leave everything after the first batch undiscovered.

Cabinets in every width, colour and hand

Each cabinet is usually sold in a run of standard widths, such as 300, 400, 500, 600 and 1000 mm, and in every colour of the range. Those map well onto Google’s variant markup, where variesBy takes https://schema.org/size and https://schema.org/color.

Google offers two set-ups. In the single-page version, one canonical URL represents the cabinet, and each variant must be preselectable through its own URL with the right image, price and availability, and be addable to the basket. In the multi-page version, every variant page has its own canonical and the full group is repeated in each page’s markup. For cabinets, my view is that a single page per unit type is the sensible choice: nobody needs a separate indexable page for a 400 mm sage wall unit.

Hinge handing is the snag. Google’s allowed variesBy values are colour, size, material, pattern, suggested age and suggested gender, so there is no value for left or right hand. I would record the hand as a basket option with its own SKU, rather than bending it into size or colour. Every variant still needs a unique sku or gtin, and the group needs its own ID.

Plinths, cornice, end panels and fillers need to be buyable but tend to attract little search of their own. They can sit in the catalogue with modest internal linking, reached from the range page.

Worktops and doors cut to size

Made-to-measure parts create two separate problems.

Pricing. Google’s merchant listing documentation requires an Offer with a price greater than zero, and does not accept an AggregateOffer. A worktop priced only after the buyer enters dimensions has no fixed price to mark up. One workable approach, which is my suggestion, is to mark up a standard length at its real price and describe cutting as a service on the page.

Infinite URLs. If entered dimensions end up in the URL, such as ?length=2875&depth=620, every visitor can create new addresses. Google’s faceted navigation guide is written for filters, but its two main options carry over well, in my view: block such parameters in robots.txt, or keep them in a fragment. Google’s URL guidance separately says not to link internally to temporary parameters, such as session IDs or user-specific values.

Kitchens sold through design appointments

Many kitchen businesses do not sell a whole kitchen through a basket. The buyer books a design appointment, visits a showroom and receives a quote. Those pages are not eligible for merchant listings, which need a price and a page where the buyer can purchase.

The search work moves elsewhere. Google’s ecommerce structured data overview recommends LocalBusiness for store pages with location and opening hours, along with a Google Business Profile. Each showroom page deserves its own content: which ranges are on display, parking, and how to book. Organization and BreadcrumbList markup belong across the site, and VideoObject suits a page that features a showroom or kitchen tour video.

Inspiration galleries and project photos

Kitchens are often chosen from photographs of finished rooms, and those photographs can bring visitors through image search. Google’s image SEO guidance has the rules:

  • Use <img> elements. Google does not index CSS background images, and full-width hero photos are sometimes built that way.
  • Write alt text that describes the room, such as “L-shaped kitchen with sage shaker doors, oak worktop and brass cup handles”. Name the range and colour so the photo supports the range page.
  • Place each photo near the text about it, and link from gallery photos to the range shown.
  • Use short descriptive file names, and list CDN-hosted images in an image sitemap if they live on another domain.

Planners, saved designs and sample doors

Online kitchen planners often create a URL for every saved design. Those addresses are unique to one visitor and should not be linked internally or listed in sitemaps. Keep them out of the crawl with a robots.txt rule, a fragment or a logged-in account area. Google’s canonical documentation notes that a URL blocked in robots.txt can still be indexed without its content. Not linking to these addresses matters as much as blocking them.

Sample doors raise a quieter issue. Selling a sample of each colour as its own product creates a cheap page per colour, and that page can start competing with the range page for colour searches. My preference is an “order a sample” button on the range-in-colour page itself, so the range page collects the attention.

A kitchen SEO audit, step by step

  1. In Search Console’s Performance report, filter queries containing a colour or door style. Check whether range pages or unit pages collect those impressions.
  2. Open a range page and move to the second page of units. Is it a real link with its own URL?
  3. Choose a base unit, change colour and width, and note the URL after each change.
  4. Test the unit page in the Rich Results Test. variesBy should list size and colour only, with handing left out.
  5. Enter a custom worktop length and check whether a crawlable URL appears.
  6. Confirm that worktop pages carry an Offer with a price above zero.
  7. Check each showroom page for LocalBusiness markup with hours that match its Business Profile.
  8. Inspect the hero image on an inspiration page. Is it an <img> or a CSS background?

Of five UK kitchen product pages I tested with Lighthouse on 23 October 2026, one returned a 404: a product URL that no longer worked, which is worth checking on your own site whenever units or ranges are dropped. Another test did not complete. All three remaining pages had links without descriptive text, and one also had links that were not crawlable and an invalid robots.txt file, which affects the whole site. Lighthouse covers only basics like these, not range pages, variant URLs or showroom markup.

Kitchen pages also carry large room photography and planners, which affect speed; see kitchen website performance. For selling the range itself, see kitchen ecommerce, and for design tools, the kitchen configurator and saving and sharing configurations. If you would like an expert review, my ecommerce SEO service covers all of the above, and the SEO migration service helps when ranges are restructured.

Sources

Google documentation, checked October 2026: