--- title: "Checkatrade vs Which? Trusted Traders: Which is searched more in the United Kingdom?" description: "Is Checkatrade or Which? Trusted Traders more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Tradesperson directories set in the United Kingdom. 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/uk/compare/checkatrade-vs-which-trusted-traders" publisher: "Brandwave" --- # Checkatrade vs Which? Trusted Traders: Which is searched more in the United Kingdom? Is Checkatrade or Which? Trusted Traders more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Tradesperson directories set in the United Kingdom. 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**: Checkatrade and Which? Trusted Traders - **Competitive set**: Tradesperson directories - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Checkatrade Share of Search**: 70.9% - **Which? Trusted Traders Share of Search**: 3.5% ## Is Checkatrade or Which? Trusted Traders more popular in search? - 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%. - 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. ## 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. 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 | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Checkatrade | 1st | 3 of 3 | 1 of 1 | 4 of 4 | | Which? Trusted Traders | 2nd | 3 of 3 | 0 of 1 | 3 of 4 | | TrustMark | 3rd | 2 of 3 | 0 of 1 | 2 of 4 | | MyBuilder | 4th | 2 of 3 | 1 of 1 | 3 of 4 | | TrustATrader | 5th | 2 of 3 | 0 of 1 | 2 of 4 | | Rated People | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about tradesperson directories - Asked ChatGPT "What's the best website for finding a reliable tradesman in the UK?": 1. Which? Trusted Traders, 2. TrustMark, 3. Checkatrade, 4. MyBuilder, 5. TrustATrader - Asked ChatGPT "Which UK site is best for finding a builder or plumber with good reviews?": 1. Checkatrade, 2. Which? Trusted Traders, 3. TrustATrader, 4. MyBuilder - Asked ChatGPT "How do I find a trusted tradesperson in the UK?": 1. TrustMark, 2. Checkatrade, 3. Which? Trusted Traders - Searched Google, AI Overview "find a tradesman": 1. Checkatrade, 2. MyBuilder Not named in any answer: Rated People. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 23, 2026. ## How did search popularity change for United Kingdom tradesperson directories in September 2026? - 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. ## Month by month | Month | Checkatrade estimated searches | Checkatrade Share of Search | Checkatrade rank | Which? Trusted Traders estimated searches | Which? Trusted Traders Share of Search | Which? Trusted Traders rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 135K | 71.1% | 1 | 6.6K | 3.5% | 6 | | Nov 2025 | 135K | 73.3% | 1 | 6.6K | 3.6% | 6 | | Dec 2025 | 110K | 73.9% | 1 | 5.4K | 3.6% | 6 | | Jan 2026 | 135K | 70.4% | 1 | 8.1K | 4.2% | 5 | | Feb 2026 | 135K | 71.4% | 1 | 6.6K | 3.5% | 5 | | Mar 2026 | 135K | 71% | 1 | 6.6K | 3.5% | 6 | | Apr 2026 | 135K | 72.8% | 1 | 6.6K | 3.6% | 5 | | May 2026 | 135K | 73.7% | 1 | 5.4K | 2.9% | 5 | | Jun 2026 | 135K | 73.3% | 1 | 5.4K | 2.9% | 6 | | Jul 2026 | 110K | 70.9% | 1 | 5.4K | 3.5% | 6 | | Aug 2026 | 135K | 76% | 1 | 5.4K | 3% | 5 | | Sep 2026 | 110K | 70.9% | 1 | 5.4K | 3.5% | 6 | ## How each brand is measured 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**: Measured on the search term “checkatrade”. - **Which? Trusted Traders**: Measured on the search term “which trusted traders”. - [Checkatrade profile](/demand/uk/brands/checkatrade) - [Which? Trusted Traders profile](/demand/uk/brands/which-trusted-traders) - [All tradesperson directories in the United Kingdom](/demand/uk/categories/uk-tradesperson-directories): The set both shares are measured inside, 6 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 Checkatrade or Which? Trusted Traders more popular in search? 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%. ## Cite this page Brandwave. "Checkatrade vs Which? Trusted Traders: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/checkatrade-vs-which-trusted-traders This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/checkatrade-vs-which-trusted-traders. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.