LegalZoom vs Nolo:Which is more popular?
In September 2026, LegalZoom and Nolo were level in searches among online legal services in the United States, with an estimated 49.5K branded searches each, at 19.1% of the total each. When we asked ChatGPT and Google AI Overviews about online legal services, LegalZoom appeared in all five answers and Nolo in two. LegalZoom was mentioned before Nolo in every answer.
Who do people search for more?
LegalZoom and Nolo are searched for about as often as each other.
Who does AI mention more?
LegalZoom, mentioned in every answer we collected
Who does AI recommend more?
LegalZoom, named ahead of Nolo in every answer
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Top online legal services in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, LegalZoom appeared in all five answers. Nolo was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. LegalZoom was listed before Nolo in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Rocket Lawyer1st- LegalZoom2nd
LegalShield3rd
Nolo4th
LawDepot5th
Bizee6th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- LegalZoom5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Rocket Lawyer5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- LegalShield3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Nolo2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Bizee2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- LawDepot1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about online legal services
5 answers
Asked ChatGPT
“Which online legal service should I use in the US?”
Asked ChatGPT
“What are the best online legal services in the US?”
Asked ChatGPT
“What's the best online legal service in the US for legal documents?”
Searched Google, AI Overview
“online legal services”
Searched Google, AI Overview
“online will service”
Brands are shown in the order each answer named them. The survey took place in United States on October 19, 2026.
Is LegalZoom or Nolo more popular in search?
This chart shows how often people search Google for LegalZoom and Nolo by name. Each line represents a brand's share of searches for all six online legal services we track, month by month, from searches in United States.
Share of searches by month for LegalZoom, Nolo. The figures are in the table below the chart.
View monthly share of searches table
| Month | LegalShield | LegalZoom | Nolo | Rocket Lawyer | Bizee | LawDepot |
|---|---|---|---|---|---|---|
| Oct 2025 | 30.6% | 25% | 4.1% | 20.5% | 13.7% | 6.1% |
| Nov 2025 | 30.6% | 25% | 4.1% | 20.5% | 13.7% | 6.1% |
| Dec 2025 | 26.5% | 26.5% | 4.3% | 21.7% | 14.5% | 6.5% |
| Jan 2026 | 32.4% | 26.5% | 3.5% | 17.7% | 14.5% | 5.3% |
| Feb 2026 | 28.4% | 28.4% | 3.1% | 19% | 15.5% | 5.7% |
| Mar 2026 | 23.9% | 29.2% | 3.2% | 19.5% | 19.5% | 4.8% |
| Apr 2026 | 27.4% | 27.4% | 3% | 18.3% | 18.3% | 5.5% |
| May 2026 | 30.2% | 24.7% | 3.3% | 20.2% | 16.6% | 4.9% |
| Jun 2026 | 32.4% | 26.5% | 3.5% | 17.7% | 14.5% | 5.3% |
| Jul 2026 | 32.4% | 26.5% | 3.5% | 17.7% | 14.5% | 5.3% |
| Aug 2026 | 31.4% | 25.7% | 3.4% | 17.2% | 17.2% | 5.1% |
| Sep 2026 | 28.6% | 19.1% | 19.1% | 15.7% | 12.8% | 4.7% |
How has the LegalZoom and Nolo comparison changed over the last 12 months?
3 findings
- LegalZoom was ahead of Nolo in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, LegalZoom’s share of searches among online legal services in the United States moved from 25% to 19.1%, and its estimated monthly branded searches moved from 60.5K to 49.5K.
- Across the 12 months ending September 2026, Nolo’s share of searches among online legal services in the United States moved from 4.1% to 19.1%, and its estimated monthly branded searches moved from 9.9K to 49.5K.
How did search popularity change for United States online legal services in September 2026?
2 changes
In September 2026, Nolo overtook Bizee and 2 others to rank 3rd among online legal services in the United States, with 19.1% of the searches.
In September 2026, LegalZoom lost share of searches among online legal services in the United States, from 25.7% to 19.1%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using LegalZoom’s and Nolo’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.
Other head-to-heads among online legal services
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