How popular isWhich? Trusted Traders?
In September 2026, people searched for Which? Trusted Traders by name about 5,400 times in the United Kingdom, an 18.2% decrease from the previous year. These searches made up 3.5% of all United Kingdom tradesperson directory searches, placing Which? Trusted Traders sixth out of six brands. When we asked both ChatGPT and Google AI Overviews about tradesperson directories, Which? Trusted Traders appeared in three of the four answers and was the second most recommended of the six.
Which? Trusted Traders is the sixth most searched of 6 competitors and the second most recommended in AI answers.
CheckatradeShare of searches 70.9%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
MyBuilderShare of searches 11.7%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th
Rated PeopleShare of searches 5.2%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
TrustATraderShare of searches 5.2%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th
Which? Trusted TradersShare of searches 3.5%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
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Top tradesperson directories in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Which? Trusted Traders was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Which? Trusted Traders is the second most recommended of the six.
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.
- Checkatrade4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- MyBuilder3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Which? Trusted Traders3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- TrustATrader2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
TrustMark2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers- Rated People0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about tradesperson directories
4 answers
Asked ChatGPT
“What's the best website for finding a reliable tradesman in the UK?”
Asked ChatGPT
“Which UK site is best for finding a builder or plumber with good reviews?”
Asked ChatGPT
“How do I find a trusted tradesperson in the UK?”
Searched Google, AI Overview
“find a tradesman”
Searched Google, AI Overview
“builders near me”
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 United Kingdom on October 23, 2026.
Which tradesperson directories compete with Which? Trusted Traders?
Share of searches by month for Checkatrade, MyBuilder, Rated People, TrustATrader, TrustMark, Which? Trusted Traders. The figures are in the table below the chart.
View monthly share of searches table
| Month | Checkatrade | MyBuilder | Rated People | TrustATrader | TrustMark | Which? Trusted Traders |
|---|---|---|---|---|---|---|
| Oct 2025 | 71.1% | 9.5% | 6.4% | 5.2% | 4.3% | 3.5% |
| Nov 2025 | 73.3% | 9.8% | 5.4% | 4.4% | 3.6% | 3.6% |
| Dec 2025 | 73.9% | 9.9% | 4.4% | 4.4% | 3.6% | 3.6% |
| Jan 2026 | 70.4% | 11.6% | 5.2% | 5.2% | 3.4% | 4.2% |
| Feb 2026 | 71.4% | 11.7% | 5.2% | 5.2% | 2.9% | 3.5% |
| Mar 2026 | 71% | 11.7% | 5.2% | 5.2% | 3.5% | 3.5% |
| Apr 2026 | 72.8% | 12% | 4.4% | 4.4% | 2.9% | 3.6% |
| May 2026 | 73.7% | 12.1% | 4.4% | 4.4% | 2.4% | 2.9% |
| Jun 2026 | 73.3% | 12.1% | 4.4% | 4.4% | 2.9% | 2.9% |
| Jul 2026 | 70.9% | 11.7% | 5.2% | 5.2% | 3.5% | 3.5% |
| Aug 2026 | 76% | 10.2% | 3.7% | 4.6% | 2.5% | 3% |
| Sep 2026 | 70.9% | 11.7% | 5.2% | 5.2% | 3.5% | 3.5% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 70.9% | 110K | -18.5% | -5.1 points | |
| 2, held 2nd | 11.7% | 18.1K | 0% | +1.5 points | |
| 3, moved from 4th to 3rd | 5.2% | 8.1K | +22.7% | +1.5 pointsmoved from 4th to 3rd | |
| 4, moved from 3rd to 4th | 5.2% | 8.1K | 0% | +0.7 pointsmoved from 3rd to 4th | |
| 5, moved from 6th to 5th | 3.5% | 5.4K | +22.7% | +1 pointsmoved from 6th to 5th | |
| 6, moved from 5th to 6th | 3.5% | 5.4K | 0% | +0.4 pointsmoved from 5th to 6th |
70.9%
Held 1st. 110K estimated branded searches, -18.5% vs prior month. Share -5.1 points.
11.7%
Held 2nd. 18.1K estimated branded searches, 0% vs prior month. Share +1.5 points.
5.2%
Moved from 4th to 3rd. 8.1K estimated branded searches, +22.7% vs prior month. Share +1.5 points.
5.2%
Moved from 3rd to 4th. 8.1K estimated branded searches, 0% vs prior month. Share +0.7 points.
3.5%
Moved from 6th to 5th. 5.4K estimated branded searches, +22.7% vs prior month. Share +1 points.
3.5%
Moved from 5th to 6th. 5.4K estimated branded searches, 0% vs prior month. Share +0.4 points.
Compare popularity between Which? Trusted Traders and its closest rivals
- Which? Trusted Traders vs Checkatrade: compare popularity
- Which? Trusted Traders vs MyBuilder: compare popularity
- Which? Trusted Traders vs Rated People: compare popularity
- Which? Trusted Traders vs TrustATrader: compare popularity
- Which? Trusted Traders vs TrustMark: compare popularity
- Compare Which? Trusted Traders with any brand
Every comparison with Which? Trusted Traders
5 comparisons
How has branded search demand for Which? Trusted Traders changed in the United Kingdom over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Which? Trusted Traders in the United Kingdom fell from 6.6K to 5.4K.
- Across the 12 months ending September 2026, Which? Trusted Traders’ share of searches among tradesperson directories in the United Kingdom peaked at 4.2% in January 2026 and was lowest at 2.9% in June 2026.
How did search popularity change for United Kingdom tradesperson directories in September 2026?
6 changes
In September 2026, Rated People overtook TrustATrader to rank 3rd among tradesperson directories in the United Kingdom, with 5.2% of the searches.
In September 2026, TrustMark overtook Which? Trusted Traders to rank 5th among tradesperson directories in the United Kingdom, with 3.5% of the searches.
In September 2026, MyBuilder gained share of searches among tradesperson directories in the United Kingdom, from 10.2% to 11.7%.
In September 2026, TrustATrader gained share of searches among tradesperson directories in the United Kingdom, from 4.6% to 5.2%.
In September 2026, Checkatrade lost share of searches among tradesperson directories in the United Kingdom, from 76% to 70.9%.
Estimated monthly branded searches for Which? Trusted Traders in the United Kingdom fell 18.2% over 12 measured months, from 6.6K to 5.4K in September 2026.
How are Which? Trusted Traders’ branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Which? Trusted Traders’ 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.
- which trusted traders
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