Simpson Millar vs Slater and Gordon:Which is more popular?
In September 2026, Slater and Gordon had more branded searches than Simpson Millar among personal injury solicitors in the United Kingdom. Slater and Gordon had about 12,100 branded searches, while Simpson Millar had 1,600. Slater and Gordon made up 21.2% of all personal injury solicitor searches we track, and Simpson Millar accounted for 2.8%. When we asked ChatGPT and Google AI Overviews about personal injury solicitors, Slater and Gordon appeared in two of the three answers and Simpson Millar in none.
Who do people search for more?
Slater and Gordon, about 8 searches for every 1 for Simpson Millar
Who does AI mention more?
Slater and Gordon, mentioned in 2 of 3 answers, Simpson Millar in 0
Who does AI recommend more?
Slater and Gordon, the only one of the two named
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Top personal injury solicitors in ChatGPT and Google AI Overviews
In three ChatGPT questions, Slater and Gordon was mentioned in two out of three: in two of the three ChatGPT answers. Simpson Millar did not appear in any of the three 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.
Irwin Mitchell2 of 3Named in 2 of 3 ChatGPT answers- Slater and Gordon2 of 3Named in 2 of 3 ChatGPT answers
Thompsons Solicitors2 of 3Named in 2 of 3 ChatGPT answers
Leigh Day2 of 3Named in 2 of 3 ChatGPT answers
Stewarts2 of 3Named in 2 of 3 ChatGPT answers
Simpson Millar0 of 3Named in 0 of 3 ChatGPT answers
See every answer about personal injury solicitors
3 answers
Asked ChatGPT
“What's the best personal injury solicitor in the UK?”
Asked ChatGPT
“Which UK law firm is best for a compensation claim?”
Asked ChatGPT
“What are the biggest personal injury law firms in the UK?”
Searched Google, AI Overview
“solicitors”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“personal injury solicitors”
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 Simpson Millar or Slater and Gordon more popular in search?
This chart shows how often people search Google for Simpson Millar and Slater and Gordon by name. Each line represents a brand's share of searches for all six personal injury solicitor brands we track, month by month, from searches in United Kingdom.
Share of searches by month for Slater and Gordon, Simpson Millar. The figures are in the table below the chart.
View monthly share of searches table
| Month | Irwin Mitchell | Slater and Gordon | Thompsons Solicitors | Leigh Day | Simpson Millar | Stewarts |
|---|---|---|---|---|---|---|
| Oct 2025 | 47.5% | 21.2% | 11.6% | 14.2% | 2.7% | 2.7% |
| Nov 2025 | 52.5% | 19.2% | 10.5% | 12.8% | 2.5% | 2.5% |
| Dec 2025 | 48.8% | 21.8% | 11.9% | 11.9% | 2.9% | 2.9% |
| Jan 2026 | 46.2% | 20.6% | 13.8% | 13.8% | 2.7% | 2.7% |
| Feb 2026 | 51.7% | 23.1% | 10.3% | 10.3% | 2% | 2.5% |
| Mar 2026 | 37.6% | 37.6% | 11.2% | 9.2% | 1.8% | 2.6% |
| Apr 2026 | 40.5% | 33.2% | 12.1% | 9.9% | 1.9% | 2.4% |
| May 2026 | 49% | 21.9% | 11.9% | 11.9% | 2.4% | 2.9% |
| Jun 2026 | 48.7% | 21.8% | 11.9% | 11.9% | 2.9% | 2.9% |
| Jul 2026 | 51% | 18.6% | 12.4% | 12.4% | 2.4% | 3% |
| Aug 2026 | 47.5% | 21.2% | 14.1% | 11.6% | 2.8% | 2.8% |
| Sep 2026 | 47.5% | 21.2% | 14.2% | 11.6% | 2.8% | 2.8% |
How has the Simpson Millar and Slater and Gordon comparison changed over the last 12 months?
3 findings
- Slater and Gordon was ahead of Simpson Millar in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Simpson Millar’s share of searches among personal injury solicitors in the United Kingdom moved from 2.7% to 2.8%, and its estimated monthly branded searches moved from 1.9K to 1.6K.
- Across the 12 months ending September 2026, Slater and Gordon’s share of searches among personal injury solicitors in the United Kingdom held steady at 21.2%, and its estimated monthly branded searches moved from 14.8K to 12.1K.
How did search popularity change for United Kingdom personal injury solicitors in September 2026?
2 changes
Estimated monthly branded searches for Slater and Gordon in the United Kingdom fell 18.2% over 12 measured months, from 14.8K to 12.1K in September 2026.
Estimated monthly branded searches for Simpson Millar in the United Kingdom fell 15.8% over 12 measured months, from 1.9K to 1.6K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Simpson Millar’s and Slater and Gordon’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.
Simpson Millar
1 branded search term
- simpson millar
Slater and Gordon
1 branded search term
- slater and gordon
Other head-to-heads among personal injury solicitors
- Irwin Mitchell vs Slater and Gordon: compare popularity
- Irwin Mitchell vs Thompsons Solicitors: compare popularity
- Irwin Mitchell vs Leigh Day: compare popularity
- Irwin Mitchell vs Simpson Millar: compare popularity
- Slater and Gordon vs Thompsons Solicitors: compare popularity
- Slater and Gordon vs Leigh Day: compare popularity
Put your own brand in this comparison
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