How popular isThe Legal Stuff?
In October 2026, people searched for The Legal Stuff by name about 590 times in New Zealand, about the same as the previous year. These searches made up 19.3% of all New Zealand Hamilton law firm searches, placing The Legal Stuff second out of seven firms. When we asked both ChatGPT and Google AI Overviews about Hamilton law firms, The Legal Stuff appeared in all answers and was the third most recommended of the seven.
The Legal Stuff is the second most searched of 7 competitors and the third most recommended in the AI answers we collected.
Norris Ward McKinnonShare of searches 43.6%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
The Legal StuffShare of searches 19.3%Mentioned in 4 of 4 AI answersPlace in AI recommendations 3rd
DTI LawyersShare of searches 13.9%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
Grayson ClementsShare of searches 7.9%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
Sharma LawShare of searches 6.9%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th
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Top Hamilton law firms in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, The Legal Stuff appeared in all four answers. The Legal Stuff is the third most recommended of the seven.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- The Legal Stuff4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Atticus Legal4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Norris Ward McKinnon3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Sharma Law3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- DTI Lawyers0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Grayson Clements0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
KJ Law0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about Hamilton law firms
4 answers
Asked ChatGPT
“Which law firm should I hire in Hamilton, New Zealand?”
Asked ChatGPT
“What are the best law firms in Hamilton, New Zealand?”
Asked ChatGPT
“What's the best law firm in Hamilton, New Zealand for legal advice?”
Searched Google, AI Overview
“lawyer hamilton”
Searched Google, AI Overview
“family lawyer hamilton”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
How often do people search for The Legal Stuff compared with other New Zealand Hamilton law firms?
Share of searches by month for Norris Ward McKinnon, The Legal Stuff, DTI Lawyers, Grayson Clements, Sharma Law, Atticus Legal, KJ Law. The figures are in the table below the chart.
View monthly share of searches table
| Month | Norris Ward McKinnon | The Legal Stuff | DTI Lawyers | Grayson Clements | Sharma Law | Atticus Legal | KJ Law |
|---|---|---|---|---|---|---|---|
| Nov 2025 | 35.5% | 15.8% | 16.7% | 10.8% | 6.9% | 8.4% | 5.9% |
| Dec 2025 | 35.8% | 23.6% | 11.5% | 9.1% | 6.7% | 8.5% | 4.8% |
| Jan 2026 | 37.3% | 20.3% | 11.4% | 7.6% | 8.9% | 8.9% | 5.7% |
| Feb 2026 | 37.1% | 16.5% | 14.9% | 7.7% | 10.8% | 8.8% | 4.1% |
| Mar 2026 | 37.8% | 16.7% | 14.6% | 8.2% | 11.2% | 7.3% | 4.3% |
| Apr 2026 | 36% | 19.5% | 13.4% | 7.9% | 10.4% | 8.5% | 4.3% |
| May 2026 | 39.1% | 21.2% | 13% | 7.1% | 7.6% | 7.6% | 4.3% |
| Jun 2026 | 36.9% | 24.6% | 14.4% | 7.7% | 5.6% | 7.2% | 3.6% |
| Jul 2026 | 31.9% | 25.9% | 15.7% | 8.1% | 7.6% | 7.6% | 3.2% |
| Aug 2026 | 38.8% | 17.2% | 18.9% | 10.1% | 6.2% | 6.2% | 2.6% |
| Sep 2026 | 35.8% | 19.4% | 17.9% | 7.5% | 8.5% | 7% | 4% |
| Oct 2026 | 43.6% | 19.3% | 13.9% | 7.9% | 6.9% | 5.4% | 3% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 43.6% | 880 | +22.2% | +7.7 points | |
| 2, held 2nd | 19.3% | 390 | 0% | -0.1 points | |
| 3, held 3rd | 13.9% | 280 | -22.2% | -4 points | |
| 4, moved from 5th to 4th | 7.9% | 160 | +6.7% | +0.5 pointsmoved from 5th to 4th | |
| 5, moved from 4th to 5th | 6.9% | 140 | -17.6% | -1.5 pointsmoved from 4th to 5th | |
| 6, held 6th | 5.4% | 110 | -21.4% | -1.5 points | |
| 7, held 7th | 3% | 60 | -25% | -1 points |
43.6%
Held 1st. 880 estimated branded searches, +22.2% vs prior month. Share +7.7 points.
19.3%
Held 2nd. 390 estimated branded searches, 0% vs prior month. Share -0.1 points.
13.9%
Held 3rd. 280 estimated branded searches, -22.2% vs prior month. Share -4 points.
7.9%
Moved from 5th to 4th. 160 estimated branded searches, +6.7% vs prior month. Share +0.5 points.
6.9%
Moved from 4th to 5th. 140 estimated branded searches, -17.6% vs prior month. Share -1.5 points.
5.4%
Held 6th. 110 estimated branded searches, -21.4% vs prior month. Share -1.5 points.
7.
KJ Law3%
Held 7th. 60 estimated branded searches, -25% vs prior month. Share -1 points.
Compare popularity between The Legal Stuff and its closest rivals
- The Legal Stuff vs Norris Ward McKinnon: compare popularity
- The Legal Stuff vs DTI Lawyers: compare popularity
- The Legal Stuff vs Grayson Clements: compare popularity
- The Legal Stuff vs Sharma Law: compare popularity
- The Legal Stuff vs Atticus Legal: compare popularity
- Compare The Legal Stuff with any brand
Every comparison with The Legal Stuff
6 comparisons
How has branded search demand for The Legal Stuff changed in New Zealand over the last 12 months?
4 findings
- Across the 12 months ending October 2026, estimated monthly branded searches for The Legal Stuff in New Zealand held steady at 590.
- Across the 12 months ending October 2026, The Legal Stuff’s share of searches among Hamilton law firms in New Zealand increased from 15.8% to 19.3%.
- Across the 12 months ending October 2026, The Legal Stuff’s share of searches among Hamilton law firms in New Zealand peaked at 25.9% in July 2026 and was lowest at 15.8% in November 2025.
- Across the 12 months ending October 2026, The Legal Stuff rose from 3rd to 2nd among Hamilton law firms in New Zealand.
How did search popularity change for New Zealand Hamilton law firms in October 2026?
6 changes
In October 2026, Norris Ward McKinnon gained share of searches among Hamilton law firms in New Zealand, from 35.8% to 43.6%.
In October 2026, DTI Lawyers lost share of searches among Hamilton law firms in New Zealand, from 17.9% to 13.9%.
In October 2026, Sharma Law lost share of searches among Hamilton law firms in New Zealand, from 8.5% to 6.9%.
In October 2026, Atticus Legal lost share of searches among Hamilton law firms in New Zealand, from 7% to 5.4%.
In October 2026, KJ Law lost share of searches among Hamilton law firms in New Zealand, from 4% to 3%.
In October 2026, Grayson Clements rose from 5th to 4th among Hamilton law firms in New Zealand.
How are The Legal Stuff’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using The Legal Stuff’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- the legal stuff
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