Women's shoes 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 women's footwear sector

For the women's footwear sectorAspen 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 5players:

#	Organic October	Organic January	SEA
1	Manfield.com	Manfield.com	Zalando.nl
2	Nelson.nl	Ziengs.nl	Omoda.nl
3	Vanharen.nl	Nelson.nl	Debijenkorf.nl
4	Ziengs.nl	Vanharen.nl	Nike.com
5	Sacha.nl	Zalando.nl	Aboutyou.nl

• The number 1 Manfield.com ranked first in both October and January in this comparison, and has therefore remained stable;
• Ziengs.nl has risen from position 4 to second place;
• Nelson.nl has fallen from position 2 to position 3 in January;
• Vanharen.nl has fallen from position 3 to position 4;
• Zalando.nl (also with a strong SEA presence) has newly entered the top 5 in fifth place.

The analysis and charts are based on 152key search terms within the women's footwear sector, which collectively have an average monthly search volume of 643.210 represent.

How was the market analysed?

Google organic in October

Here you can see the 25websites that have 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 have been used to provide the most accurate picture possible and map out the 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.

Google organic in January

This is the SEO market 3 months later compared with the initial measurement. By analysing the situation in January, you can see the medium-term SEO trend within your sector. Think of emerging players that are continually 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. At a glance, this shows you how the positions of different parties in your sector 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

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

In this graph, a positive percentage change in position means that your rankings have improved. Simply put: if you move from position 2 to position 1 upwards, 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

In addition to analysing the organic Google search results, the corresponding paid text ads were also examined closely. As you of course know, the first organic position in Google is the highest attainable, but that does not (unfortunately) necessarily mean that your website is also immediately visible to the searcher.

For that reason, it is interesting to examine which parties are also actively using SEA for the same search terms over the entire 3 months period. This gives you an even more concrete view of your visibility in Google within the women’s footwear industry and allows 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 women's footwear text ads

Women's footwear 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? 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 position and ending position 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-%
Aboutyou.nl	14.86	15.2	28.3%	27%	3.07	29.1%
Adidas.nl	13.9	13.88	27.6%	25.7%	2	11.3%
Assem.nl	10.7	9.85	39.5%	48.7%	3.06	8.6%
Bol.com	15.07	13.61	40.8%	47.4%	2.48	27.2%
Debijenkorf.nl	15.47	16.19	26.3%	31.6%	2.14	47.7%
Durlinger.com	7.35	9.44	44.7%	38.8%	0	0%
Gabor.com	10.27	10.33	37.5%	37.5%	1.32	0.7%
Kleding.nl	16.6	15.25	22.4%	39.5%	0	0%
Manfield.com	3.62	3.71	60.5%	60.5%	2.17	21.9%
Nelson.nl	4.77	7.04	75%	75.7%	2.45	21.9%
nl.Florisvanbommel.com	9.81	8.2	14.5%	18.4%	1.1	1.3%
Omoda.nl	12.74	11.72	58.6%	71.1%	1.9	57%
Sacha.nl	5.8	5.36	47.4%	44.1%	0	0%
Scapino.nl	9.23	10.13	70.4%	72.4%	1.78	10.6%
Schuurman-schoenen.nl	8.14	12.38	51.3%	50.7%	3.89	2%
Sneakers.nl	6.09	5.06	13.2%	13.2%	0	0%
Supersales.nl	15.18	15.55	19.1%	26.3%	2.67	6.6%
Tamaris.com	12.17	12.02	16.4%	19.1%	1.9	2%
Topshoe.nl	14.33	10.35	17.1%	22.4%	0	0%
Vanharen.nl	6.43	7.28	71.1%	76.3%	2.47	13.2%
Viavaishoes.com	7.51	5.94	30.9%	30.9%	0	0%
Wehkamp.nl	13.35	12.71	46.7%	60.5%	3.22	4.6%
Wolky.nl	7.98	10.24	22.4%	23%	0	0%
Zalando.nl	10.45	9.94	75%	88.2%	1.72	95.4%
Ziengs.nl	7.41	7.22	81.6%	84.2%	2.06	5.3%

Map out your visibility by theme

The online women’s footwear 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 understanding of your position in the search engine market.

Perhaps you are performing better than you thought, your performance 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 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 them too.

This means we not only analyse keywords on a large scale, but also take an in-depth look at 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 returns from your visibility potential!

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