Checkatrade vs Which? Trusted Traders:Which is more popular?
In September 2026, Checkatrade had more branded searches than Which? Trusted Traders among tradesperson directories in the United Kingdom. Checkatrade had about 110,000 branded searches, while Which? Trusted Traders had 5,400. Checkatrade made up 70.9% of all tradesperson directory searches we track, and Which? Trusted Traders accounted for 3.5%. When we asked ChatGPT and Google AI Overviews about tradesperson directories, Checkatrade appeared in all four answers and Which? Trusted Traders in three. Checkatrade was mentioned before Which? Trusted Traders in three out of four answers.
Who do people search for more?
Checkatrade, about 20 searches for every 1 for Which? Trusted Traders
Who does AI mention more?
Checkatrade, mentioned in every answer we collected
Who does AI recommend more?
Checkatrade, named ahead of Which? Trusted Traders in 3 of 4 answers
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Top tradesperson directories in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Checkatrade appeared in all four answers. Which? Trusted Traders was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Checkatrade was listed before Which? Trusted Traders in three out of four answers.
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.
Is Checkatrade or Which? Trusted Traders more popular in search?
This chart shows how often people search Google for Checkatrade and Which? Trusted Traders by name. Each line represents a brand's share of searches for all six tradesperson directory brands we track, month by month, from searches in United Kingdom.
Share of searches by month for Checkatrade, 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% |
How has the Checkatrade and Which? Trusted Traders comparison changed over the last 12 months?
3 findings
- Checkatrade was ahead of Which? Trusted Traders in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Checkatrade’s share of searches among tradesperson directories in the United Kingdom moved from 71.1% to 70.9%, and its estimated monthly branded searches moved from 135K to 110K.
- Across the 12 months ending September 2026, Which? Trusted Traders’ share of searches among tradesperson directories in the United Kingdom held steady at 3.5%, and its estimated monthly branded searches moved from 6.6K to 5.4K.
How did search popularity change for United Kingdom tradesperson directories in September 2026?
3 changes
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, 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 branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Checkatrade’s and Which? Trusted Traders’ 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.
Checkatrade
1 branded search term
- checkatrade
Which? Trusted Traders
1 branded search term
- which trusted traders
Other head-to-heads among tradesperson directories
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