White goods industry: online market analysis

The data presented below is best viewed on desktop, partly due to the presence of interactive charts.

SEO & SEA Google Market Analysis of the white goods

For the white goodssector, Aspen Digital’s data team conducted an extensive analysis over a three-month period, comparing the search results. This applies to both the organic search results and the paid text adverts.

Would you like to see your market position in Google straight away? Click the button and see your own presence and position for both the organic and paid search results in the table!

See your position in the search engine market

The top 5parties:

#	Organic October	Organic January	SEA
1	Mediamarkt.nl	Mediamarkt.nl	Coolblue.nl
2	Expert.nl	Coolblue.nl	Bol.com
3	Coolblue.nl	Expert.nl	Mediamarkt.nl
4	Bol.com	Bol.com	Welhof.com
5	Bemmelenkroon.nl	Ep.nl	Lg.com

• Number 1 Mediamarkt.nl (also in the SEA top 5) ranked first in this comparison in both October and January, and has therefore remained stable;
• Coolblue.nl (also with a strong SEA presence) has risen from position 3 to second place;
• Expert.nl has fallen from position 2 to position 3 in January;
• The number 4 from October Bol.com (also with a strong SEA presence) is still in position 4;
• Ep.nl has newly entered the top 5 in fifth place.

The analysis and charts are based on 557 important search terms within the white goods sector, which collectively represent an average monthly search volume of 1.649.690.

How was the market analysed?

Google organic in October

Here you can see the 25 websites that are most present in this industry based on the organic results in Google on 13-10-2025. Only the top 20 results per search term were used to provide as accurate a picture as possible and map the parties actively working to become visible within this keyword theme.

The top right of the graph shows the ideal position: this means that your website ranks in the top 20 for many search terms and has achieved a good average position.

Google organic in January

This is the SEO market 3 months later compared with the first measurement. By analysing the situation in January, you can see the medium-term SEO trend within your industry. Think of emerging parties that are steadily gaining market share or established names that have an even stronger position in the market.

More importantly, you can of course also see how your organic presence and average position have developed compared with your competitors.

To make comparison easier and give you a clear overview, a percentage graph has also been added. This allows you to see at a glance how the positions of different parties in your industry have shifted. Whether this concerns the growth of new players, the consolidation of established names or a decline, the graph clearly shows the trend for each website.

Changes in the organic market in 3 months

This is also most favourable in the top right: the number of search terms in the top 20 has increased, along with a better average position. The bottom left is least favourable, because there you have fewer search terms in the top 20 as well as a worse position.

In this graph, a positive percentage change in position means that your rankings have improved. Put simply: if you rise from position 2 to position 1 that means an improvement of +50%.

Looking at the period (13-10-2025 and 13-01-2026) these are our findings:

Discover your keyword-level developments

Ad presence

Alongside the analysis of the organic Google search results, the associated paid text ads were also examined. As you naturally know, the first organic position in Google is the highest achievable, but unfortunately, that does not necessarily mean that your website is immediately visible to the searcher.

For that reason, it is interesting to examine for the same search terms over the entire 3 month period which parties are also actively using SEA. This gives you an even more concrete view of your visibility on Google for the white goods sector and allows you to see even more clearly who your biggest competitors are.

This is the top 5 advertisers over the period 13-10-2025 to 13-01-2026:

Discover the most displayed white goods text ads

White goods industry overview

Are you not listed, or would you like to know your position in the market in greater detail at organic or advertising level? Get in touch with us!

Brief explanation of the table:

• The websites shown are the most prominent players in the market, based on the organic measurements of 13-10-2025 and 13-01-2026, or due to a strong SEA presence;
• The starting position and ending position is the average organic position of the two daily measurements;
• Presence % is the percentage of organic search terms in the top 20 of the two daily measurements;
• The SEA position and presence are based on the entire 3 months and shows the average SEA position and total presence expressed as a percentage.

Website	Starting position	Ending position	Presence % starting	Presence-% end	SEA position	Presence-%
Aeg.nl	8.25	8.89	13.5%	12.2%	2.12	3.9%
Bcc.nl	14.16	14.13	39.4%	44.6%	0	0%
Bemmelenkroon.nl	7.9	8.61	60.4%	63.8%	2.65	29.6%
Bol.com	8.65	8.86	75.2%	80.2%	1.91	60.7%
Bosch-home.nl	10.81	10.82	23.9%	22.5%	2.15	9.2%
Budgetplan.nl	12.62	12.14	24.1%	24.6%	2.23	7.5%
Consumentenbond.nl	11.26	13.45	16.4%	19.6%	2.63	23.7%
Coolblue.nl	5.2	4.09	69.1%	71.8%	1.25	74.6%
Deschouwwitgoed.nl	11.08	12.67	32.7%	29%	3.06	1.5%
Dewitgoedspecialist.nl	10.11	8.8	12.2%	14.2%	0	0%
Electroworld.nl	11.21	10.78	42.1%	45.7%	2.53	5.7%
Elektrowitgoedoutlet.nl	6.01	6.63	11.7%	12.4%	2.85	1.5%
Ep.nl	6.86	6.67	49.5%	54.1%	3.19	0.7%
Expert.nl	4.46	4.82	67.1%	69.6%	2.72	25.7%
Hanosshop.com	9.27	7.7	10.3%	11.5%	3.12	2.9%
Horecacentrumbrabant.nl	4.94	5.81	11.7%	10.3%	2	0.2%
Ikea.com	12.33	10.17	22.1%	15.5%	2.99	3.7%
Keukenloods.nl	10.32	9.28	52.3%	58.5%	2.49	8.5%
Knibble.nl	12.85	11.63	14%	18.3%	0	0%
Makro.nl	11.38	12.02	13.5%	18.3%	1.89	6.8%
Marktplaats.nl	13.98	14.25	29.9%	44.6%	1.56	1.8%
Mediamarkt.nl	2.91	3.51	68.2%	70.1%	2.5	45.2%
Slimster.nl	15.03	14.87	21%	29.5%	0	0%
Welhof.com	10.3	10.21	13.1%	20.1%	2.43	34.2%
Xxlhoreca.com	8.51	10.29	18.3%	20.3%	2.2	12.5%

Your visibility by theme at a glance

The online white goods industry has been thoroughly researched. By analysing how often your brand and those of your competitors appear in the search results (both paid and organic), you now have an overview of your position in the search engine market.

Perhaps you are performing better than you thought, meeting your expectations, or have discovered that there is still plenty of room for growth.

Your market consists of various themes, each with unique challenges and opportunities, where both your organic and paid visibility can vary.

Want to dig deeper?

Discover your Google presence and rankings based on the themes/categories that are important to your website. This gives you an even clearer picture of the impact of your current search engine marketing efforts and where your online growth and opportunities lie.

How can we help you with this?

Every day, we create HTML snapshots of the Google search results page for the search terms that are relevant to you and save these too.

As a result, we analyse not only keywords on a large scale, but also delve deeply into text ads, the titles of organic results, video results, Google Shopping and other important elements present on the search results page.

This gives you a 360-degree overview of your online visibility and that of your competitors. With these detailed insights, you can take targeted action to strengthen your position in the industry and generate more revenue and returns from your visibility potential!

Want to see your specific opportunities per theme? Schedule a meeting?