Brandwave

Alchemy Law vs The Law Shop:Which is more popular in New Zealand?

In October 2026, The Law Shop had more branded searches than Alchemy Law among Rotorua law firms in New Zealand. The Law Shop had about 200 branded searches, while Alchemy Law had 40. The Law Shop made up 28.6% of all Rotorua law firm searches we track, and Alchemy Law accounted for 5.7%. When we asked ChatGPT and Google AI Overviews about Rotorua law firms, Alchemy Law appeared in two of the three answers and The Law Shop in none.

Among Rotorua law firms in New Zealand in October 2026

Who do people search for more?

The Law Shop, about 5 searches for every 1 for Alchemy Law

The Law Shop 200 searchesAlchemy Law 40 searches

Who does AI mention more?

Alchemy Law, mentioned in 2 of 3 answers, The Law Shop in 0

Alchemy Law in 2 of 3The Law Shop in 0 of 3

Who does AI recommend more?

Alchemy Law, the only one of the two named

Alchemy Law first in 2The Law Shop never named

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Top Rotorua law firms in ChatGPT and Google AI Overviews

In three ChatGPT questions, Alchemy Law was mentioned in two out of three: in two of the three ChatGPT answers. The Law Shop did not appear in any of the three answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Steens Law1st
  2. Holland Beckett – Rotorua2nd
  3. Sandford Wall3rd
  4. Matthew Shaw Legal4th
  5. Alchemy Law5th
  6. Lance Lawson6th
  7. JB Morrison7th
  8. The Law Shop–
  9. OSC Law–
  10. Rodgers & Co–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

See every answer about Rotorua law firms

3 answers

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.

Is Alchemy Law or The Law Shop more popular in search?

This chart shows how often people search Google for Alchemy Law and The Law Shop by name. Each line represents a brand's share of searches for all ten Rotorua law firms we track, month by month, from searches in New Zealand.

Alchemy Law and The Law Shop among Rotorua law firms in New Zealand, by month

Share of searches by month for The Law Shop, Alchemy Law. The figures are in the table below the chart.

View monthly share of searches table
MonthThe Law ShopLance LawsonHolland Beckett – RotoruaJB MorrisonSandford WallAlchemy LawSteens LawMatthew Shaw LegalOSC LawRodgers & Co
Nov 202522.8%35.4%11.4%8.9%10.1%3.8%3.8%2.5%1.3%0%
Dec 202528.1%26.3%8.8%14%8.8%3.5%7%1.8%1.8%0%
Jan 202627.7%27.7%13.8%9.2%7.7%4.6%4.6%3.1%1.5%0%
Feb 202626.2%22.6%13.1%13.1%9.5%6%6%2.4%1.2%0%
Mar 202629.7%24.3%9.5%14.9%8.1%4.1%5.4%2.7%1.4%0%
Apr 202628.6%23.8%14.3%12.7%7.9%4.8%4.8%1.6%1.6%0%
May 202623.1%23.1%14.1%17.9%7.7%5.1%3.8%2.6%2.6%0%
Jun 202628.4%22.2%11.1%13.6%12.3%4.9%3.7%2.5%1.2%0%
Jul 202627.8%23.6%12.5%12.5%8.3%6.9%5.6%1.4%1.4%0%
Aug 202625%25%11.3%15%10%6.3%3.8%1.3%2.5%0%
Sep 202623.4%23.4%11.7%16.9%7.8%7.8%5.2%1.3%2.6%0%
Oct 202628.6%25.7%12.9%12.9%8.6%5.7%2.9%1.4%1.4%0%

How has branded search for Alchemy Law and The Law Shop changed in New Zealand over the last 12 months?

3 findings

How did search popularity change for New Zealand Rotorua law firms in October 2026?

3 changes

  1. In October 2026, The Law Shop overtook Lance Lawson to become the leader among Rotorua law firms in New Zealand, with 28.6% of the searches.

  2. In October 2026, Sandford Wall overtook Alchemy Law to rank 5th among Rotorua law firms in New Zealand, with 8.6% of the searches.

  3. In October 2026, Alchemy Law lost share of searches among Rotorua law firms in New Zealand, from 7.8% to 5.7%.

How are Alchemy Law’s and The Law Shop’s branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Alchemy Law’s and The Law Shop’s 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.

Alchemy Law

2 branded search terms

  • alchemy law
  • alchemy law rotorua

The Law Shop

3 branded search terms

  • the law shop
  • the law shop rotorua
  • thelawshop

How the Brand Demand Index is measured

Other head-to-heads among Rotorua law firms

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