Solar equipment Sector Report

I explored digital engagement, sentiment, and keyword activity for a solar equipment company offering hardware and services to residential, commercial, and industrial clients. The goal was to understand how the company is positioned online, how people are interacting with the industry, and where there may be room to improve reach, especially given the sharp rise in energy costs in places like New York. The data shows a need for stronger digital strategy and a shift toward educational content that matches how users are searching for information in the space.

(Summary of insights below visualizations)

Key Insights

The report highlights a few major takeaways. First, the company’s authority score remains low, partly due to a lack of referring domains. Paired with a bounce rate above 40%, this suggests a disconnect between how users search and what they find on the site. While the company does see some traffic, much of it may not be converting due to this misalignment.

From a broader perspective, industry search behavior points toward learning over purchasing. Searches for solar panels and grants tend to be informational, which supports the idea that users are still exploring options. Companies that can meet this moment with educational tools or content may stand out more effectively. Sentiment around the sector is also split, with spikes in both joy and anger—something that can be tapped into through messaging or campaign tone.

Competitor positioning reveals that several companies, even those outside the same operating region, are pulling ahead digitally. This gives the company an opportunity to study what those players are doing—particularly around messaging, SEO, and campaign targeting—and use those insights to grow its own digital presence.

Terms like “solar grants” and “commercial solar” appear underused in marketing efforts, yet show high potential in keyword data. Meanwhile, the residential solar market is far more saturated and competitive, making it a tougher space to rank or stand out. Prioritizing less saturated segments, paired with informational content, could help the company grow in a more focused and cost-effective way.