Solar panel industry: online market analysis

The data presented below is most suitable for desktop, partly due to the presence of interactive charts.

SEO & SEA Google Market Analysis of the solar panels

For the solar panels industry, Aspen Digital’s data team conducted an extensive analysis over a period of three months, comparing the search results. This applies to both the organic search results and the paid text ads.

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

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The top 5parties:

#	Organic October	Organic January	SEA
1	Zonneplan.nl	Zonneplan.nl	Zonneplan.nl
2	Solar-outlet.nl	Milieucentraal.nl	Slimster.nl
3	Consumentenbond.nl	Solar-outlet.nl	Coolblue.nl
4	Milieucentraal.nl	Essent.nl	Trustoo.nl
5	Zonnepanelen.net	Vattenfall.nl	Energreen.com

• The number 1 Zonneplan.nl (also with a strong SEA presence) ranked first in this comparison in both October and January and has therefore remained stable;
• Milieucentraal.nl has risen from position 4to second place;
• Solar-outlet.nl has dropped from position 2to position 3in January;
• Essent.nl has newly entered the top 5at position 4;
• Vattenfall.nl has newly entered the top 5in fifth place.

The analysis and charts are based on 363key search terms within the solar panel industry, which collectively have an average monthly search volume of 460.690 represent.

How was the market analysed?

Organic Google in October

Here you can see the 25 websites with the strongest presence 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 identify parties actively working to become visible within this keyword theme.

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

Organic Google 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. Consider emerging parties that are steadily capturing more market share, or established names that have gained 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 comparisons easier and give you a clear overview, a percentage graph has also been added. At a glance, this shows 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

Also here, the top right is the most favourable: the number of search terms in the top 20 has increased with a better average position.20The bottom left is the least favourable, because there, with fewer search terms in the top

you also have a worse position.2In this graph, a positive percentage change in position means that your rankings have improved.1Simply put: if you rise from position 50%.

to position 13-10-2025 it means an improvement of +13-01-2026Looking at the period (

Discover your keyword-level developments

Ad presence

In addition to analysing the organic Google search results, the associated paid text adverts were also examined. As you of course 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 picture of your visibility on Google in the solar panel sector and enables you to see even more clearly who your biggest competitors are.

These are the top 5 advertisers over the period 13-10-2025 to 13-01-2026:

Discover the most frequently displayed solar panel text adverts

Solar panel industry overview

Are you not listed, or would you like to know your position in the market in even more detail, either organically or at advertising level? Contact 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 because of a strong SEA presence;
• The starting and ending positions are the average organic position of the two daily measurements;
• The visibility percentage is the percentage of organic search terms in the top 20 of the two daily measurements;
• The SEA position and visibility are based on the entire 3 months and show the average SEA position and total visibility expressed as a percentage.

Website	Starting position	Ending position	Visibility-% start	Visibility-% end	SEA position	Presence-%
Anwb.nl	9.19	7.08	27%	29.2%	3.27	3.1%
Bobex.nl	16.11	9.97	12.9%	15.7%	0	0%
Consumentenbond.nl	3.83	5.82	27%	27.3%	1.29	2%
Eigenhuis.nl	7.56	9.38	41%	45.2%	2.81	22.9%
Energiewonen.nl	13.53	12.27	20.1%	24%	0	0%
Engie.nl	14.77	16.18	17.1%	22.9%	0	0%
Essent.nl	12.91	12.58	59.8%	62.5%	2.83	37.9%
Feenstra.com	8.24	9.83	28.7%	33.9%	2.92	9%
Gaslicht.com	14.92	13.14	39.7%	44.1%	3.02	6.2%
Greenchoice.nl	9.28	7.89	20.1%	22.3%	3.21	28.8%
Homedeal.nl	8.52	7.52	28.9%	32.8%	0	0%
Milieucentraal.nl	7.27	6.92	44.9%	45.2%	1.32	22.3%
nl.Wikipedia.org	10.27	7.13	10.2%	9.9%	0	0%
Simply-solar.nl	9.44	7.89	9.9%	10.5%	0	0%
Slimster.nl	15.38	14.8	7.2%	20.7%	2.61	49.2%
Solar-bouwmarkt.nl	7.85	4.56	22.9%	20.9%	2.48	4.8%
Solar-outlet.nl	3.03	4.08	24.2%	23.7%	0	0%
Solarchamp.eu	3.18	6.77	9.6%	11%	4	0.3%
Solarwatt.nl	9.81	10.9	30.6%	33.1%	2.52	1.7%
Soly.nl	12.34	11.39	27.5%	27.8%	2.56	34.5%
Stralendgroen.nl	4.94	7.21	22.9%	23.4%	1.79	12.4%
Vattenfall.nl	9.19	10.52	45.2%	51.2%	3.27	1.4%
Zonnefabriek.nl	9.7	11.78	28.4%	28.4%	3.85	1.1%
Zonnepanelen.net	8.13	10.75	48.8%	50.7%	2.04	28%
Zonneplan.nl	7.85	6.75	64.2%	71.6%	1.33	75.7%

Map out your visibility by theme

The online solar panel 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, it meets your expectations, or you 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 even deeper?

Discover your Google presence and positions 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 them too.

This enables us not only to analyse keywords on a large scale, but also to delve deeply into the text ads, the titles of the 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 within the industry and generate more revenue and returns from your visibility potential!

Want to see your specific opportunities for each theme? Schedule a meeting?