Stove industry: online market analysis

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

SEO & SEA Google Market Analysis of the industry stove

For the stove 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!

See your position in the search engine market

The top 5parties:

#	Organic October	Organic January	SEA
1	Haveverwarming.nl	Haveverwarming.nl	Bol.com
2	Droomkachels.nl	Droomkachels.nl	Praxis.nl
3	Haardenexpert.nl	Bol.com	Coolblue.nl
4	Bol.com	Stokertje.nl	Amazon.nl
5	Stokertje.nl	Haardenexpert.nl	Hgb-trading.nl

• Number 1 Haveverwarming.nl was in first place in this comparison in both October and January, and has therefore remained stable;
• Number 2 Droomkachels.nl remained steadily in second place in both periods;
• Bol.com (also with a strong SEA presence) rose from position 4 to position 3 in January;
• Stokertje.nl rose from position 5 to position 4;
• Haardenexpert.nl fell from position 3 to fifth place.

The analysis and graphs are based on 182 key search terms within the stove industry, which together have an average monthly search volume of 358.350 represent.

How was the market analysed?

Organic Google in October

Here you can see the 25websites with the strongest presence in this sector 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 strong 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 sector. Think of emerging parties that are continually gaining market share, or established names that have gained an even stronger foothold 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 sector have shifted. Whether it 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

Here too, the top right is the most favourable: the number of search terms in the top 20 has increased, along with a better average position. The bottom left is the 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. Simply put: if you rise from position 2 to position 1 this means an improvement of +50%.

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

Discover your developments at keyword level

Ad presence

Alongside the analysis of the organic Google search results, the corresponding paid text ads were also examined closely. 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 also immediately visible to the searcher.

For that reason, it is interesting to examine, for the same search terms over the entire 3 months period, which parties are also actively using SEA. This gives you an even more concrete picture of your visibility on Google for the stove industry and enables 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 frequently displayed stove text adverts

Stove industry overview

Are you not listed or would you like to know your position in the market in even more detail, at an organic or advertising level? Please 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 due to a strong SEA presence;
• The starting and ending positions are 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 show the average SEA position and total presence expressed as a percentage.

Website	Starting position	Ending position	Presence % at start	Presence % at end	SEA position	Presence-%
Boilergarant.nl	13.4	6.94	9.3%	12.1%	0	0%
Bol.com	7.73	7.36	57.1%	57.7%	1.72	54.3%
Coolblue.nl	5.36	6.66	22.5%	26.9%	1.22	32%
Droomkachels.nl	2.57	2.28	37.4%	35.2%	1.42	17.7%
Eurom.nl	6.05	5.67	15.9%	15.9%	0	0%
Goedkoopstekachels.nl	12.26	11.39	19.8%	20.9%	0	0%
Haardcenter.nl	4.37	2.88	10.4%	8.8%	3.08	4%
Haardenexpert.nl	5.02	7.47	44%	42.9%	1.71	20.6%
Harlekijnkachels.nl	16.26	11.56	17.6%	19.8%	0	0%
Haveverwarming.nl	2.91	1.96	52.2%	53.3%	0	0%
Heidesmid.nl	11.59	12.14	29.1%	35.7%	0	0%
Heuts.nl	8.22	9.28	35.7%	33%	0	0%
Hornbach.nl	8.47	9.3	29.7%	35.7%	1.73	1.1%
Houtkacheldirect.nl	4.57	7.16	15.4%	19.8%	0	0%
Kachelplaats.nl	12.29	8.54	23.1%	20.3%	0	0%
Kachelsenhaardenwinkel.nl	13.08	10.4	22%	25.3%	0	0%
Marktplaats.nl	13.96	12.77	13.7%	25.8%	1.09	4.6%
Mediamarkt.nl	8.13	6.95	17%	23.6%	3.32	7.4%
Praxis.nl	6.99	7.35	23.1%	30.8%	2.48	35.4%
Sfeerhuisbaan.nl	6.59	9.21	33.5%	28%	1.8	4.6%
Slimmeheater.nl	7.72	7.88	21.4%	20.3%	2.19	3.4%
Stokertje.nl	8.08	7.12	49.5%	53.8%	1.26	1.1%
Vanmanenkachels.nl	8.49	9.07	42.3%	39.6%	1.34	7.4%
Verwarmwinkel.nl	9.44	6.96	13.7%	15.4%	0	0%
Warmtestore.nl	12.12	11.69	25.8%	28%	1.74	23.4%

Map your visibility per theme

The online stove industry has been thoroughly researched. By analysing how often your brand and those of your competitors are present in the search results (both paid and organic), you now have a picture 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, in which both your organic and paid visibility can be significantly vary.

Would you like 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 these as well.

This allows 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 in the industry and generate more revenue and return from your visibility potential!

See your specific opportunities for each theme? Schedule a meeting?