--- title: "Baker McKenzie vs Kirkland & Ellis: Which is searched more?" description: "Is Baker McKenzie or Kirkland & Ellis more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Law firms set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/compare/baker-mckenzie-vs-kirkland-ellis" publisher: "Brandwave" --- # Baker McKenzie vs Kirkland & Ellis: Which is searched more? Is Baker McKenzie or Kirkland & Ellis more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Law firms set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Baker McKenzie and Kirkland & Ellis - **Competitive set**: Law firms - **Market**: Global - **Month measured**: Sep 2026 - **Baker McKenzie Share of Search**: 16.6% - **Kirkland & Ellis Share of Search**: 13.6% ## Is Baker McKenzie or Kirkland & Ellis more popular in search? - In September 2026, Baker McKenzie had more branded searches than Kirkland & Ellis among law firms worldwide. Baker McKenzie had about 90,500 branded searches, while Kirkland & Ellis had 74,000. Baker McKenzie made up 16.6% of all law firm searches we track, and Kirkland & Ellis accounted for 13.6%. - Baker McKenzie was ahead of Kirkland & Ellis in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Baker McKenzie’s share of searches among law firms worldwide moved from 18.5% to 16.6%, and its estimated monthly branded searches moved from 110K to 90.5K. - Across the 12 months ending September 2026, Kirkland & Ellis’ share of searches among law firms worldwide moved from 12.5% to 13.6%, and its estimated monthly branded searches held steady at 74K. ## Top law firms in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Kirkland & Ellis was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. Baker McKenzie did not appear in any of the four answers. Too few answers listed options to rank the brands, so only mentions are counted. | Brand | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | | DLA Piper | 0 of 3 | 1 of 1 | 1 of 4 | | Baker McKenzie | 0 of 3 | 0 of 1 | 0 of 4 | | Kirkland & Ellis | 1 of 3 | 1 of 1 | 2 of 4 | | Linklaters | 0 of 3 | 0 of 1 | 0 of 4 | | Clifford Chance | 0 of 3 | 0 of 1 | 0 of 4 | | Norton Rose Fulbright | 0 of 3 | 0 of 1 | 0 of 4 | | Allen & Overy | 0 of 3 | 0 of 1 | 0 of 4 | | Wachtell, Lipton, Rosen & Katz | 1 of 3 | 1 of 1 | 2 of 4 | ## Every AI answer about law firms - Asked ChatGPT "Which law firm should I hire?": named none of the brands we track - Asked ChatGPT "What are the best law firms?": 1. Kirkland & Ellis, 2. Wachtell, Lipton, Rosen & Katz - Asked ChatGPT "What's the best law firm for commercial legal work?": named none of the brands we track - Searched Google, AI Overview "law firms": 1. Wachtell, Lipton, Rosen & Katz, 2. Kirkland & Ellis, 3. DLA Piper Not named in any answer: Baker McKenzie, Linklaters, Clifford Chance, Norton Rose Fulbright and Allen & Overy. Brands are listed in the order each answer named them. The answers were collected in the United States on October 21, 2026. ## How did search popularity change for law firms worldwide in September 2026? - Estimated monthly branded searches for Baker McKenzie worldwide fell 17.7% over 12 measured months, from 110K to 90.5K in September 2026. ## Month by month | Month | Baker McKenzie estimated searches | Baker McKenzie Share of Search | Baker McKenzie rank | Kirkland & Ellis estimated searches | Kirkland & Ellis Share of Search | Kirkland & Ellis rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 110K | 18.5% | 1 | 74K | 12.5% | 5 | | Nov 2025 | 90.5K | 17.4% | 2 | 60.5K | 11.6% | 5 | | Dec 2025 | 74K | 4.6% | 3 | 60.5K | 3.8% | 4 | | Jan 2026 | 90.5K | 16.3% | 2 | 74K | 13.4% | 4 | | Feb 2026 | 90.5K | 17.2% | 2 | 74K | 14.1% | 3 | | Mar 2026 | 90.5K | 16.4% | 2 | 74K | 13.4% | 4 | | Apr 2026 | 74K | 14.6% | 2 | 60.5K | 11.9% | 5 | | May 2026 | 74K | 15.4% | 2 | 74K | 15.4% | 3 | | Jun 2026 | 90.5K | 18.4% | 1 | 74K | 15% | 3 | | Jul 2026 | 74K | 15.5% | 2 | 60.5K | 12.7% | 3 | | Aug 2026 | 74K | 16.2% | 2 | 60.5K | 13.3% | 3 | | Sep 2026 | 90.5K | 16.6% | 2 | 74K | 13.6% | 3 | ## How each brand is measured Brandwave collects information about searches that people make online using Baker McKenzie’s and Kirkland & Ellis’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading. - **Baker McKenzie**: Measured on the search term “baker mckenzie”. - **Kirkland & Ellis**: Measured on the search terms “kirkland and ellis” and “kirkland ellis”, summed into one figure. - [Baker McKenzie profile](/demand/global-en/brands/baker-mckenzie) - [Kirkland & Ellis profile](/demand/global-en/brands/kirkland-ellis) - [All law firms worldwide](/demand/global-en/categories/law-firms): The set both shares are measured inside, 8 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Baker McKenzie or Kirkland & Ellis more popular in search? In September 2026, Baker McKenzie had more branded searches than Kirkland & Ellis among law firms worldwide. Baker McKenzie had about 90,500 branded searches, while Kirkland & Ellis had 74,000. Baker McKenzie made up 16.6% of all law firm searches we track, and Kirkland & Ellis accounted for 13.6%. ## Cite this page Brandwave. "Baker McKenzie vs Kirkland & Ellis: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/baker-mckenzie-vs-kirkland-ellis This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/baker-mckenzie-vs-kirkland-ellis. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.