Who gets found first in tax & accounting.

One measure of how Australians find tax & accounting, across Google, AI answers, social platforms and brand demand. 471 brands discovered and 100 recorded, ranked on a single presence score. August 2026 edition.

Find your brand on this board

Leading this boardAugust 2026

#1Australian Taxation Office55.7

#2H&R Block Australia42.9

#3Etax38.1

See all 100 recorded →

Measured across

Google AI Overviews ChatGPT Gemini Claude Perplexity Copilot TikTok Instagram YouTube Reddit

The board in brief

The lead 55.7 Australian Taxation Office

12.8 points clear of H&R Block Australia, who sits at 42.9.

The chase 42.9–20.0 3 brands chasing

H&R Block Australia 42.9
Etax 38.1
Xero 20.0

The deciding channel 45% Search discoverability

Australian Taxation Office 58.2
H&R Block Australia 44.9

At 45% of the score, the lead over the next brand here moves the ranking further than any other channel's does.

Who owns each channel

Search 45% of the score Australian Taxation Office 58.2

AI 30% of the score Etax 60.8 · #3 overall

Social 15% of the score Australian Taxation Office 79.6

Demand 10% of the score Xero 76.6 · #4 overall

The board · August 2026

1 Move — Australian Taxation Office ato.gov.au Search 58.2 AI 44.8 Social 79.6 Demand 41.6 55.7

2 Move — H&R Block Australia hrblock.com.au Search 44.9 AI 59.5 Social 32.2 Demand 0.0 42.9

3 Move — Etax etax.com.au Search 26.9 AI 60.8 Social 27.3 Demand 36.6 38.1

4 Move — Xero xero.com Search 0.0 AI 24.1 Social 33.9 Demand 76.6 20.0

5 Move — MyTax my.gov.au Search 7.7 AI 18.9 Social 37.8 Demand 17.1 16.5

6 Move — One Click Life oneclicklife.com.au Search 12.2 AI 31.5 Social 0.0 Demand 2.9 15.2

7 Move — MYOB myob.com Search 3.8 AI 14.4 Social 19.9 Demand 60.8 15.1

8 Move — Latitude Accountants latitudeaccountants.com.au Search 0.0 AI 48.2 Social 0.0 Demand 0.0 14.5

9 Move — CPA Australia cpaaustralia.com.au Search 3.8 AI 21.8 Social 40.8 Demand 0.0 14.4

10 Move — Mac Tax mactax.com.au Search 0.0 AI 38.2 Social 10.9 Demand 0.0 13.1

11 Move — MoneySmart moneysmart.gov.au Search 7.8 AI 23.9 Social 11.5 Demand 0.0 12.4

12 Move — Investax investax.com.au Search 0.0 AI 40.3 Social 0.0 Demand 0.0 12.1

13 Move — Sleek sleek.com Search 3.9 AI 24.3 Social 5.9 Demand 13.7 11.3

14 Move — William Buck williambuck.com Search 0.0 AI 28.8 Social 2.8 Demand 6.4 9.7

15 Move — ITP Accounting Professionals itp.com.au Search 3.8 AI 26.6 Social 0.0 Demand 0.0 9.7

16 Move — QuickBooks quickbooks.intuit.com Search 0.0 AI 13.3 Social 27.5 Demand 11.5 9.3

17 Move — EZY Tax Online ezytaxonline.com.au Search 0.0 AI 30.1 Social 0.0 Demand 0.0 9.0

18 Move — Walker Hill walkerhill.com.au Search 0.0 AI 28.6 Social 0.0 Demand 4.6 9.0

19 Move — Tax Practitioners Board tpb.gov.au Search 4.7 AI 17.3 Social 10.2 Demand 0.0 8.8

20 Move — Tax7 tax7.com.au Search 0.0 AI 28.3 Social 0.0 Demand 0.0 8.5

Head to head

Compare two brands.

Your brandTheir brand

Australian Taxation OfficeRank #155.7

SearchSocialDemand

H&R Block AustraliaRank #242.9

Search discoverability58.244.9AI visibility44.859.5Social discoverability79.632.2Brand demand41.60.0

A channel showing n/m could not be measured for that brand this edition, so neither side wins it. It is not a zero.

Method

Four channels, one number.

Each channel is scored out of 100 against the set below, on its own terms, then combined on fixed weights. Nothing in this edition passes 76 and nothing realistically will: a brand would have to lead every channel at once.

45% 30% 15% 10%

45% Organic search

Google AI Overviews

17 category keywords per board, position weighted

30% AI answers

ChatGPT Gemini Claude Perplexity Copilot AI Mode

25 questions put to 7 engines, scored on who gets named

15% Social search

TikTok Instagram YouTube Reddit

Searches run inside each platform, not on the open web

10% Brand demand

Monthly Australian search volume for the brand name and its close variants

Worked example Australian Taxation Office, ranked first on tax & accounting

55.7 of 100

Australian Taxation Office scores 55.7

Four channels, each scored out of 100 on its own terms, then weighted and added. The dotted arc is the headroom nobody in the index has taken.

Search discoverability +26.2 58.2 scored × 45% AI visibility +13.4 44.8 scored × 30% Social discoverability +11.9 79.6 scored × 15% Brand demand +4.2 41.6 scored × 10%

Add the four contributions together and you have the presence score. A brand strong on one channel only cannot climb far, which is the point. Where a channel could not be measured its weight is shared across the rest rather than counted as zero, so the percentages here always total 100. Contributions are rounded to one decimal place.

Read the full method

Not where you expected

Not on this board, or lower than you expected?

Every brand in tax & accounting is scored on the same four channels, whether it engages with us or not. If you are not here, or not where you thought, a strategist can tell you which channel is costing you the most and whether it is worth closing.

Talk to a strategist

A read of your four channels and what is actually movable. Scores are never influenced by working with us: the method is fixed and public.

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