Count IF issues

Hello.

On one sheet I have a list of names and personal details. Columns E in that sheet is titled "location" and, surprisingly, lists the locations that a person (a person per row) works.

On another sheet I want to analyse this data.

I have 3 columns
A = locations. This is sourced via “='Personal Information'!E4” and goes down to row 359
B = I’ve inputted all the possible locations.
C= “=COUNTIF($A$3:$A$359,B3)”
I am wanting column C to count up the number of times that a certain word (next to it in column B) appears in column A.

A few of these work, but there are some random error that I cant work out why. I.e. One of my options is Sheffield, yet it can only find x3 “Sheffield’s”, despite there being many more. Sheffield is spelt correctly. Even if I search for “Sheffield” (Ctrl F) on that sheet it only find x3 despite there being many more.

Any ideas?

Many thanks

B