Workwear 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 workwear

For the workwearindustry, 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 advertisements.

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	Proforto.nl	Proforto.nl	Proforto.nl
2	Werkschoenwereld.nl	Werkschoenwereld.nl	Bowork.nl
3	Werkschoenenwinkel.nl	Bowork.nl	Wear2work.nl
4	Deveiligheidsschoen.nl	Werkschoenenwinkel.nl	Strauss.com
5	Bowork.nl	Wear2work.nl	Werkschoenenwinkel.nl

• The number 1 Proforto.nl (also a strong SEA presence) ranked first in this comparison in both October and January and has therefore remained stable;
• Number 2 Werkschoenwereld.nl remained steadily in second place in both periods;
• Bowork.nl (also a strong SEA presence) rose from position 5 to position 3 in January;
• Werkschoenenwinkel.nl (also in the SEA top 5) fell from position 3 to position 4;
• Wear2work.nl (also in the SEA top 5) newly entered the top 5in fifth place.

The analysis and charts are based on 439 key search terms within the workwear sector, which together represent an average monthly search volume of 532.900.

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 have been used to provide as accurate a picture as possible and to map the parties that are actively working to become visible within this keyword theme.

The ideal position is at 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 first measurement. By analysing the situation in January, you can see the medium-term SEO trend within your industry. Think of emerging players 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 comparisons easier and give you a clear overview, a percentage graph has also been added. This shows at a glance how the positions of different players in your industry 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 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. Put simply: 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 associated paid text adverts were also examined. 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, for the same search terms over the entire 3-month period, which parties are also actively using SEA. This gives you an even clearer picture of your visibility in Google within the workwear industry 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 frequently displayed workwear text ads

Workwear industry overview

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

A 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 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 show the average SEA position and total presence expressed as a percentage.

Website	Starting position	Ending position	Visibility-% start	Visibility-% end	SEA position	Visibility-%
Bataindustrials.nl	6.56	6.13	10.9%	9.1%	0	0%
Bedrijfskledingonline.nl	7.97	9.26	13.4%	13.9%	2.43	1.2%
Bedrijfskledingshop.nl	5.71	5.68	8.7%	11.6%	2.58	2.6%
Beschermdwerken.nl	9.49	7.76	16.4%	13.4%	0	0%
Bol.com	11.81	11.49	54.2%	55.6%	2.45	30.9%
Bowork.nl	7.66	7.5	65.8%	68.6%	2.43	48%
Btndehaas.nl	9.24	10.61	12.5%	12.8%	2	0.2%
Deveiligheidsschoen.nl	3.91	6.68	36.2%	37.8%	1.43	1.7%
E-veiligheidsschoenen.nl	12.7	12.37	19.4%	18.7%	0	0%
Grisport-werkschoenen.nl	9.38	7.89	14.1%	10.7%	0	0%
Mascot.nl	7.17	7.21	9.6%	10.9%	0	0%
Pbmdiscounter.nl	8.13	6.88	11.2%	10%	0	0%
Proforto.nl	5.04	4.34	81.3%	83.8%	1.54	78.9%
Scapino.nl	9.9	9.79	13.9%	19.1%	2.07	1%
Strauss.com	10.57	13.04	14.4%	15%	2.28	39.9%
Unishoreworkwear.com	13.11	12.72	28.9%	36.4%	2.19	22.6%
Wear2work.nl	6.44	6.23	51.9%	52.4%	2.16	46.1%
Welkoop.nl	9.21	10.35	39.9%	41.5%	2.69	6.2%
Werkkleding.nl	8.97	11.77	16.2%	16.4%	2.96	1.9%
Werkschoen.nl	15.43	12.96	16.2%	25.3%	2.06	1.9%
Werkschoenenwinkel.nl	5.79	6.11	55.8%	54.7%	2.16	38%
Werkschoengigant.nl	8.3	6.81	26.7%	27.3%	3	0.2%
Werkschoenwereld.nl	4.63	5.01	48.5%	47.8%	2.49	7.4%
Workmanstore.nl	13.04	11.24	25.5%	20.5%	0	0%
Workplanet.nl	13.36	13.76	33%	32.8%	2.85	1.4%

Map your visibility by theme

The online workwear 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 to grow.

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

Want to dig even deeper?

Discover your Google presence and rankings based on the themes/categories that are important to your website. This will give 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 enables us not only to analyse keywords on a large scale, but also to 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 is how you get 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 by theme? Schedule a meeting?