--- title: "PKF vs SBA: Which is searched more in New Zealand?" description: "Is PKF or SBA more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Hamilton accounting firms set in New Zealand. 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/nz/compare/pkf-nz-vs-sba" publisher: "Brandwave" --- # PKF vs SBA: Which is searched more in New Zealand? Is PKF or SBA more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Hamilton accounting firms set in New Zealand. 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**: PKF and SBA - **Competitive set**: Hamilton accounting firms - **Market**: New Zealand - **Month measured**: Sep 2026 - **PKF Share of Search**: 40.5% - **SBA Share of Search**: 19% ## Is PKF or SBA more popular in search? - In September 2026, PKF had more branded searches than SBA among Hamilton accounting firms in New Zealand. PKF had about 170 branded searches, while SBA had 80. PKF made up 40.5% of all Hamilton accounting firm searches we track, and SBA accounted for 19%. - PKF was ahead of SBA in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, PKF’s share of searches among Hamilton accounting firms in New Zealand moved from 46.7% to 40.5%, and its estimated monthly branded searches moved from 210 to 170. - Across the 12 months ending September 2026, SBA’s share of searches among Hamilton accounting firms in New Zealand moved from 17.8% to 19%, and its estimated monthly branded searches held steady at 80. ## Top Hamilton accounting firms in ChatGPT and Google AI Overviews In three ChatGPT questions, SBA appeared in all three answers. PKF was mentioned in two out of three: in two of the three ChatGPT answers. SBA was listed before PKF in every answer. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | All answers that named it | | --- | --- | --- | --- | | Maisey Harris & Co | 1st | 3 of 3 | 3 of 3 | | SBA | 2nd | 3 of 3 | 3 of 3 | | Slater Chartered Accountants | 3rd | 3 of 3 | 3 of 3 | | Coombe Smith | 4th | 2 of 3 | 2 of 3 | | Auctus | 5th | 1 of 3 | 1 of 3 | | PKF | 6th | 2 of 3 | 2 of 3 | | Hayward & Co | Not ranked | 0 of 3 | 0 of 3 | ## Every AI answer about Hamilton accounting firms - Asked ChatGPT "Which accounting firm should I hire in Hamilton, New Zealand?": 1. Maisey Harris & Co, 2. SBA, 3. Slater Chartered Accountants, 4. Coombe Smith, 5. PKF - Asked ChatGPT "What are the best accounting firms in Hamilton, New Zealand?": 1. Maisey Harris & Co, 2. Auctus, 3. SBA, 4. Coombe Smith, 5. Slater Chartered Accountants, 6. PKF - Asked ChatGPT "What's the best accounting firm in Hamilton, New Zealand for a small business?": 1. Maisey Harris & Co, 2. SBA, 3. Slater Chartered Accountants Not named in any answer: Hayward & Co. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand Hamilton accounting firms in September 2026? - In September 2026, SBA overtook Auctus and Maisey Harris & Co to rank 2nd among Hamilton accounting firms in New Zealand, with 19% of the searches. - In September 2026, PKF gained share of searches among Hamilton accounting firms in New Zealand, from 30.9% to 40.5%. ## Month by month | Month | PKF estimated searches | PKF Share of Search | PKF rank | SBA estimated searches | SBA Share of Search | SBA rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 210 | 46.7% | 1 | 80 | 17.8% | 2 | | Nov 2025 | 210 | 51.2% | 1 | 70 | 17.1% | 3 | | Dec 2025 | 170 | 60.7% | 1 | 30 | 10.7% | 4 | | Jan 2026 | 170 | 50% | 1 | 50 | 14.7% | 2 | | Feb 2026 | 260 | 60.5% | 1 | 40 | 9.3% | 4 | | Mar 2026 | 320 | 52.5% | 1 | 60 | 9.8% | 4 | | Apr 2026 | 260 | 53.1% | 1 | 40 | 8.2% | 4 | | May 2026 | 260 | 56.5% | 1 | 40 | 8.7% | 3 | | Jun 2026 | 260 | 57.8% | 1 | 60 | 13.3% | 3 | | Jul 2026 | 210 | 52.5% | 1 | 60 | 15% | 3 | | Aug 2026 | 170 | 30.9% | 1 | 90 | 16.4% | 4 | | Sep 2026 | 170 | 40.5% | 1 | 80 | 19% | 2 | ## How each brand is measured Brandwave collects information about searches that people make online using PKF’s and SBA’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. - **PKF**: Measured on the search term “pkf hamilton”. - **SBA**: Measured on the search terms “sba accounting”, “sba avondale”, “sba ellerslie”, “sba hamilton”, “sba hawera”, “sba lower hutt”, “sba opawa”, “sba panmure”, “sba petone”, “sba pukekohe”, “sba taranaki”, “sba thames” and “sba wanganui”, summed into one figure. - [PKF profile](/demand/nz/brands/pkf-nz) - [SBA profile](/demand/nz/brands/sba) - [All Hamilton accounting firms in New Zealand](/demand/nz/locations/hamilton/accounting-firms): The set both shares are measured inside, 7 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 PKF or SBA more popular in search? In September 2026, PKF had more branded searches than SBA among Hamilton accounting firms in New Zealand. PKF had about 170 branded searches, while SBA had 80. PKF made up 40.5% of all Hamilton accounting firm searches we track, and SBA accounted for 19%. ## Cite this page Brandwave. "PKF vs SBA: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/pkf-nz-vs-sba This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/pkf-nz-vs-sba. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.