McCulloch & Partners vs Tax Link:Which is more popular?
In September 2026, McCulloch & Partners had more branded searches than Tax Link among Invercargill accounting firms in New Zealand. McCulloch & Partners had about 70 branded searches, while Tax Link had 20. McCulloch & Partners made up 30.4% of all Invercargill accounting firm searches we track, and Tax Link accounted for 8.7%. When we asked ChatGPT and Google AI Overviews about Invercargill accounting firms, McCulloch & Partners and Tax Link each appeared in one of the three answers. McCulloch & Partners and Tax Link were each mentioned first in one of the two answers that named either.
Who do people search for more?
McCulloch & Partners, about 4 searches for every 1 for Tax Link
Who does AI mention more?
Both were mentioned in 1 of 3 answers.
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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Top Invercargill accounting firms in ChatGPT and Google AI Overviews
In three ChatGPT questions, McCulloch & Partners and Tax Link were each mentioned in one out of three: in one of the three ChatGPT answers. McCulloch & Partners and Tax Link were each listed first in one of the two answers that named either.
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.
Malloch McClean +MORE3 of 3Named in 3 of 3 ChatGPT answers
BDO3 of 3Named in 3 of 3 ChatGPT answers
Simpsons Chartered Accountants2 of 3Named in 2 of 3 ChatGPT answers- McCulloch & Partners1 of 3Named in 1 of 3 ChatGPT answers
Tax Link1 of 3Named in 1 of 3 ChatGPT answers
See every answer about Invercargill accounting firms
3 answers
Asked ChatGPT
“Which accounting firm should I hire in Invercargill, New Zealand?”
Asked ChatGPT
“What are the best accounting firms in Invercargill, New Zealand?”
Asked ChatGPT
“What's the best accounting firm in Invercargill, New Zealand for tax help?”
Searched Google, AI Overview
“accountants invercargill”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“invercargill accounting firms”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is McCulloch & Partners or Tax Link more popular in search?
This chart shows how often people search Google for McCulloch & Partners and Tax Link by name. Each line represents a brand's share of searches for all five Invercargill accounting firms we track, month by month, from searches in New Zealand.
Share of searches by month for McCulloch & Partners, Tax Link. The figures are in the table below the chart.
View monthly share of searches table
| Month | Malloch McClean +MORE | McCulloch & Partners | BDO | Simpsons Chartered Accountants | Tax Link |
|---|---|---|---|---|---|
| Oct 2025 | 34.5% | 44.8% | 3.4% | 10.3% | 6.9% |
| Nov 2025 | 40% | 40% | 3.3% | 10% | 6.7% |
| Dec 2025 | 34.8% | 39.1% | 8.7% | 13% | 4.3% |
| Jan 2026 | 33.3% | 37.5% | 8.3% | 12.5% | 8.3% |
| Feb 2026 | 25.9% | 48.1% | 7.4% | 11.1% | 7.4% |
| Mar 2026 | 35.7% | 39.3% | 7.1% | 10.7% | 7.1% |
| Apr 2026 | 37.9% | 37.9% | 6.9% | 10.3% | 6.9% |
| May 2026 | 38.7% | 38.7% | 6.5% | 9.7% | 6.5% |
| Jun 2026 | 44.1% | 35.3% | 5.9% | 8.8% | 5.9% |
| Jul 2026 | 41.7% | 37.5% | 4.2% | 12.5% | 4.2% |
| Aug 2026 | 37.5% | 34.4% | 9.4% | 9.4% | 9.4% |
| Sep 2026 | 43.5% | 30.4% | 8.7% | 8.7% | 8.7% |
How has the McCulloch & Partners and Tax Link comparison changed over the last 12 months?
3 findings
- McCulloch & Partners was ahead of Tax Link in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, McCulloch & Partners’ share of searches among Invercargill accounting firms in New Zealand moved from 44.8% to 30.4%, and its estimated monthly branded searches moved from 130 to 70.
- Across the 12 months ending September 2026, Tax Link’s share of searches among Invercargill accounting firms in New Zealand moved from 6.9% to 8.7%, and its estimated monthly branded searches held steady at 20.
How did search popularity change for New Zealand Invercargill accounting firms in September 2026?
2 changes
In September 2026, McCulloch & Partners lost share of searches among Invercargill accounting firms in New Zealand, from 34.4% to 30.4%.
In September 2026, Tax Link lost share of searches among Invercargill accounting firms in New Zealand, from 9.4% to 8.7%.
How are branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using McCulloch & Partners’ and Tax Link’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.
McCulloch & Partners
2 branded search terms
- mcculloch & partners
- mcculloch and partners
Tax Link
4 branded search terms
- tax link
- tax link accountants
- tax link invercargill
- taxlink accountants
Other head-to-heads among Invercargill accounting firms
- Malloch McClean +MORE vs McCulloch & Partners: compare popularity
- Malloch McClean +MORE vs BDO: compare popularity
- Malloch McClean +MORE vs Simpsons Chartered Accountants: compare popularity
- Malloch McClean +MORE vs Tax Link: compare popularity
- McCulloch & Partners vs BDO: compare popularity
- McCulloch & Partners vs Simpsons Chartered Accountants: compare popularity
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