Zolar operates in heavy industry and engineering, but their model is pure tech platform. They don't manufacture or install—they orchestrate. With 63% organic traffic, they've built a moat through SEO and brand recognition. Their top keyword 'zolar' gets 2,370 monthly searches, showing strong brand recall. The real insight? They're capturing intent at the research phase, ranking for technical queries like 'hybrid-wechselrichter im vergleich' (250 monthly searches).

Here's the contradiction: 533 Trustpilot reviews at 2.8/5 stars. For a company connecting homeowners to $20K+ solar installations, this is concerning. The gap between their $79.5M revenue and mediocre trust scores suggests they're winning on awareness but losing on experience. This is the classic middleman dilemma—platforms aggregate supply but struggle with quality control. Their 31% direct traffic indicates repeat customers, but the low rating suggests friction in execution.