When is your Custom Closet company NOT a closet company? When it Doesn’t Appear on a Search Engine.

by John Gallagher ~ Closet Institute of America Board Member

You know how sometimes you think you’ve done everything right?

You’ve got a gorgeous showroom, beautiful website, stunning installs, years of experience,

raving customers . . . and then Google looks at your business and whispers: “Sweetie, I don’t recognize you.”

This is what happened to me this week in a big, surprising way. I was creating an exhaustive list of every company in my hometown that installs closets: boutiques, family-owned independents, franchises, garage-focused, cabinet makers, you name it. A full-blown Sherlock Holmes-level dig so impressive that even experienced custom closet clients would feel like, “Wow, I had no idea there were this many options.”

And then something weird happened. I noticed something missing.

A local company that introduced closet systems last year was missing.

·       Not on Google.

·       Not on Maps.

·       Not in directories.

·       Not when searching “closet installer Cincinnati.”

·       Not in “custom closet design Cincinnati.”

·       Not even when searching for them by name

·       Zip, Zero, Nada, Nothing.

That’s when it hit me:

“Most closet companies don’t show up in closet searches because,

Google doesn’t actually know they do closets.”

Let that sink in for a second. This wasn’t a small, out-of-the-garage operation. This was a respected company with gorgeous work, real team, real process, and loyal clients.

But because they were originally known for cabinetry, their site and online profiles never explicitly told Google: “Hey, we design and install closets too.”

So, during my research, they simply did not exist — algorithmically speaking. And honestly, if I couldn’t find them on purpose, the average homeowner has no chance. Which brings us to the point of today’s blog:

Don’t let this happen to your company. If you:

·       quietly added closets to your offerings…

·       built a beautiful portfolio but no SEO…

·       rely mostly on referrals and word-of-mouth…

·       you hide your website closet services three clicks deep behind “Interior Design”, “Cabinetry,” or “Projects”

Google literally does not know what you do. And if Google doesn’t know, clients won’t find you.

But the good news? This is extremely fixable, and it doesn’t require tech wizardry, expensive marketing agencies, or sacrificing a goat under the light of the Hunter’s Moon.

Let’s talk about how to fix it — in plain English.

10 Practical Ways to Make Sure Your Closet Company Actually Shows Up in Closet Searches.

These steps work whether you’re a boutique design studio, a cabinet company branching into closets, or a full-scale closet franchise that hasn’t touched its website since 2017. Let’s get you visible.

1. Say the word “closets” — boldly and early — on your website

Google scans your:

• big header text,

• written sections,

• service list and,

• the first paragraph on your homepage.

If the word “closet” barely appears -or- only shows up in a pretty photo caption -or- Google has no idea you want to rank for that category, add a strong headline like:

“Custom Closets Designed & Installed in Cincinnati”. You’ll be shocked how much this alone moves the needle.

2. Create a dedicated Closet Services page

·       Not buried under “Interior Design”

·       Not shoved behind “Cabinetry”

·       Not lumped into “Projects”

Google rewards clarity. A full page titled Custom Closets makes your ranking skyrocket.

3. Update your Google Business Profile category

This is HUGE.

Use the primary category: Closet Organizer Installer

If you don’t choose this category, you won’t show up when homeowners search for it. Most companies are incorrectly listed as:

• Interior Designer

• Kitchen Remodeler

• Cabinet Maker

• Contractor

• Carpenter

Which means Google shelves you in the wrong aisle. Get it?

4. Upload 20–50 closet photos to Google with good filenames

Google reads image data now.

Use filenames like:

• “custom-closet-cincinnati.jpg”

• “walk-in-closet-installation-ohio.jpg”

• “reach-in-closet-blue-ash.jpg”

It doesn’t need to be fancy — just specific.

5. Get reviews that include the word “closet”

A review that says: “We love our custom walk-in closet!” . . . is algorithm gold. Ask clients to be specific.

6. Add a “Cities We Serve” list

Simple but powerful. Google LOVES understanding geography. List your neighborhoods, suburbs, and regions.

7. Publish one simple blog post a month

No need for Shakespeare or a novel.

Topics like:

• “How Much Does a Custom Closet Cost in Cincinnati?”

• “What to Expect During a Closet Installation”

• “Is a Custom Closet Worth It?”

These posts tell Google you’re a legitimate authority — fast.

8. Make sure your website loads fast

Large, uncompressed photos slow everything down. Google punishes slow sites. Compress them under 300–500 KB.

9. Copy/paste a little schema code into your site

AI can generate this for you in 10 seconds. It tells Google EXACTLY what your business does in structured data.

10. Repeat the word “closet” enough for Google to believe you

Not keyword stuffing. Just clarity.

Your homepage should naturally include phrases like:

• custom closets

• closet installation

• closet design

• closet organizer installer

Google won’t rank you for a word you don’t use.

The Bottom Line, you may:

·       be doing high-end, beautiful work

·       have added closets to your lineup last year

·       have designers, installers, trucks, software, and service that blow the competition away

 . . . but if the internet doesn’t know you do closets, your customers won’t know either.

And, you’ll get leap-frogged by companies with far less quality, simply because they’ve communicated their category more clearly.

Don’t let your company disappear from the search results.

For a free consultation: Call John at 513-432-0593 or john@nestingsystems.com

Information on joining CIAMO Closet Institute of America Members-Only:

https://www.closetinstitute.org/member-signup