Home / Industries / Kitchens and fitted interiors
Before walking into a shop, homeowners spend evenings looking at kitchens online. They shortlist two or three places, rarely more, and book an appointment. The big chains dominate these searches. My job is to make sure your showroom is on the shortlist, with your projects and your way of working front and centre.
15 years in SEO
4 books on SEO and GEO
200+ sites tracked every day
1M / month visits to my e-commerce site
They trusted me with their visibility
Darty
Eurofins
Cegid
EBP
CNP Assurances
Ingram MicroSeven results, only one shop where you can book
A couple want a bespoke kitchen in Angoulême. Their search shows chains, a comparison site, a magazine and an online seller. Your showroom, ten minutes from their home, comes seventh. Move it up.
Fig. 1. Seven results for a bespoke kitchen. Only one has a showroom to visit in town. (The first six sell kitchens. You're the only one who comes to measure up.)
What this means for you. I publish what the other six don't have: your kitchens installed in the region, your method and an appointment to book online.
SEO for a kitchen fitter is the work that makes a kitchen shop visible on Google to people in its catchment area, during the weeks they're preparing their project. It combines the shop's Google Business Profile, pages devoted to each type of project and installed kitchens, photographed in customers' homes. The success criterion is simple: the number of design appointments booked by people who have a project and a budget.
The problem
Let's be frank: on “kitchen” or “fitted kitchen”, national chains, DIY superstores and online sellers own the page. An independent won't dislodge them from those searches. It wins on local searches and on projects that need advice.
The customer arrives with a chain's quote and expects you to match it. If your website doesn't show what's different with you, the design, the installation, the follow-up, they only see a difference in price.
Your showroom is a big investment. Online, it often comes down to a photo of the shopfront. Visitors don't know what they'll see there and hesitate to get in the car.
An audit, for real
The site below doesn't exist, but its flaws do: they're the five I spot most often. Hover over a number.
The art of living your interior
Quality kitchens, for every style and every budget.
Download the catalogueFig. 2. Fictional site, reconstructed. Any resemblance to yours would be a good reason to call me.
What your customers type
Here are six searches I give as examples. Your real queries, ranked by potential, will be established during the audit.
What works
Your shop is a place people visit: the profile is its online shop window. I complete it with photos of every display setting, opening hours, closing days and appointment booking. A simple virtual tour also helps the customer decide.
Catalogue images are the same at every dealer of a brand. A kitchen photographed in a local house, with the floor area, the room's constraints and the choices made, exists only at yours. I turn them into full pages.
New kitchen in a new build, full renovation, new door fronts, open-plan kitchen after removing a partition: expectations and budgets differ. Each situation gets its own page, with the usual steps and lead times.
The home measurement visit, the 3D presentation, coordination with the plumber and electrician, fitting by your own teams: this is where you stand apart from a furniture seller. One page tells it step by step.
An online quote form makes no sense for a kitchen. I replace the “contact us” with a design appointment request, with three useful questions. Your sales staff meet customers who are already committed to their project.
What costs dearly
Many shops use their supplier's template site. The text is the same from one town to the next. With no content of its own, Google has nothing to tell you apart from the dealer down the road.
“Fine materials and a careful finish” can be read on every site. A close-up of a worktop joint or an open drawer proves it better than an adjective.
If you fit out other rooms, those services need their own pages. They bring in different customers and bring former ones back.
A late delivery described in a review stays visible for years. A calm reply explaining what was done for the customer limits its effect on later readers.
The method
Four steps, each with a single goal: make people want to book an appointment at the showroom.
One-minute test
Five frank questions to find out whether support makes sense in your situation. Sometimes the answer is no, and I'll tell you.
What it brings in
A ranking doesn't pay a salary. What counts is what it brings: enquiries, customers, revenue. Move your page up and see what it could bring in.
Example assumptions, open to challenge: 500 searches a month for a kitchen specialist near you, 3% of visitors make an enquiry, one enquiry in three is signed (this varies a lot from one trade to another), €9,000 per customer. Click-through rates by position are rough orders of magnitude, and they have been shifting since Google started showing AI answers above the results. Run the numbers with your own figures
Possible revenue€0
Close to home
In Charente, the retail parks of Angoulême and Cognac group kitchen showrooms together. An independent or a joiner-fitter may be based elsewhere, sometimes in a small town like Jarnac or Barbezieux. For a project of this size, customers will travel further, as long as they know what they will find. Your online presence has to give them that reason to make the trip.
Thick walls, uneven floors, low beams, awkwardly placed windows: old houses put standard units under strain. Showing kitchens adapted to these constraints sets you apart from modular-unit sellers.
That is where the chains are. If you are there too, your profile has to stand out through its photos and reviews. If you are elsewhere, your site has to explain why the detour is worth it.
Owners renovate a family house or a holiday let and manage the work from afar. They look for a single point of contact who coordinates everything. Say so clearly, if you do.
Beyond Google
The inspiration phase increasingly goes through a conversation with an AI such as ChatGPT, Gemini, Claude or Mistral. For example: “I'm renovating a twelve-square-metre kitchen in an old house near Angoulême, I want an island and a hard-wearing worktop, where do I start and who should I see?”. The assistant gives layout advice, then sometimes suggests professionals.
It relies on content that describes real cases. A page on an “L-shaped kitchen with island in a longère, thirteen square metres” is useful to it. A gallery with no text tells it nothing. Your reviews, your profile and local press articles count too, if they describe the same shop and the same services. I make sure all your channels are consistent.
Question asked to an AII'm redoing my kitchen in an old house near Angoulême, with an island. Which showroom should I visit?
Three very different places could suit you:
Fig. 3. Reconstruction, names hidden. This is the spot we aim for: on the list, with the most precise description.
Three typical cases
Three textbook cases, built for illustration. They do not match any real shop, and your roadmap will be drawn up after the audit.
They live on word of mouth and see few new customers.
The national site sends them leads, but the local profile is neglected.
Their work is high-end, but their site mostly talks about staircases and doors.
In practice
Pricing
The fee depends on four things. I give you a precise amount after a free first thirty-minute conversation.
Fancy a game?
Google doesn't rank Kévin Papot. Kévin Papot ranks Google. Take the coin, slot it into the machine.
INSERT COINSLIDE THE COIN INTO THE SLOT
Fig. 4. Sixteen seconds. The facts are slightly exaggerated.
Together, let's devour your competitors.
One by one, and in order. Every spot gained makes the next one easier to take: that's why it keeps growing. See the method
Who you're talking to
My name is Kévin Papot. More than fifteen years in the job, four co-written books, and the Newp agency, co-founded in Charente. I also run my own online shops, in France and internationally: one of them went from zero to a million visits a month.
Before we talk tags, we talk margin, average basket and profitability. When you book a call, I'm the one who picks up.
FAQ
On general searches, they stay ahead. On “kitchen specialist” plus your town, on made-to-measure and on renovation in old houses, a well-presented local shop has every chance. Those are the searches I focus the work on.
A kitchen cannot be priced without a plan, and your customers understand that. You can, however, present two or three projects with their overall budget, as an illustration. It places your range and avoids appointments that lead nowhere.
That site serves the brand. It says nothing about your team, your installations or your town. Depending on your contract, we either enrich it with local content or create a separate site for the shop.
A recent phone, a tidy room and daylight are enough to start. I give you a list of six shots to take at the end of each fitting. For your flagship projects, a session with a photographer pays for itself.
Most do, if you ask at handover and give neither name nor address. Get written permission. Those who say no are free to, and you will soon have enough projects to show.
Not for the sake of it. A few in-depth articles, on choosing a worktop or opening a kitchen onto the living room, are useful for years. Ten useful articles beat one post a week.
That meets a different need: units you assemble yourself. Your customer expects design and fitting. There is no point fighting on that ground. Explain instead what your service includes.
It keeps the desire alive and makes your style known. But someone looking for a shop to book an appointment goes through Google. I reuse your photos on both, with no double work for you.
We track appointment requests, calls from the profile and directions requested to the shop. You tell me which appointments led to a sale. The link between pages and turnover shows within a few months.
A kitchen project already takes several months between the first search and the order. Add the time it takes Google to take your pages into account. I don't commit to any timescale, but I show you every month where you stand.
See also
30 minutes · video call · with me
Together we look at where you stand on Google and in AI, and what should change first.
