--- title: "Phrase vs Tolgee: Which is searched more?" description: "Is Phrase or Tolgee more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Localisation management platforms set worldwide. 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/global-en/compare/phrase-vs-tolgee" publisher: "Brandwave" --- # Phrase vs Tolgee: Which is searched more? Is Phrase or Tolgee more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Localisation management platforms set worldwide. 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**: Phrase and Tolgee - **Competitive set**: Localisation management platforms - **Market**: Global - **Month measured**: Sep 2026 - **Phrase Share of Search**: 0.39% - **Tolgee Share of Search**: 11.6% ## Is Phrase or Tolgee more popular in search? - In September 2026, Tolgee had more branded searches than Phrase among localisation management platforms worldwide. Tolgee had about 5,400 branded searches, while Phrase had 180. Tolgee made up 11.6% of all localisation management platform searches we track, and Phrase accounted for 0.39%. - Tolgee was ahead of Phrase in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Phrase’s share of searches among localisation management platforms worldwide moved from 0.59% to 0.39%, and its estimated monthly branded searches moved from 370 to 180. - Across the 12 months ending September 2026, Tolgee’s share of searches among localisation management platforms worldwide moved from 8.6% to 11.6%, and its estimated monthly branded searches held steady at 5.4K. ## Top localisation management platforms in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Phrase appeared in all five answers. Tolgee was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Phrase was listed before Tolgee in every answer. 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 | | --- | --- | --- | --- | --- | | Lokalise | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Crowdin | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Phrase | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | Smartling | 4th | 1 of 3 | 2 of 2 | 3 of 5 | | Tolgee | 5th | 3 of 3 | 1 of 2 | 4 of 5 | | Transifex | 6th | 2 of 3 | 1 of 2 | 3 of 5 | | POEditor | 7th | 1 of 3 | 1 of 2 | 2 of 5 | ## Every AI answer about localisation management platforms - Asked ChatGPT "Which localisation management platform should I use?": 1. Lokalise, 2. Crowdin, 3. Phrase, 4. Tolgee - Asked ChatGPT "What are the best localisation management platforms?": 1. Phrase, 2. Lokalise, 3. Crowdin, 4. Smartling, 5. Transifex, 6. Tolgee, 7. POEditor - Asked ChatGPT "What's the best localisation management platform for app translation?": 1. Lokalise, 2. Crowdin, 3. Phrase, 4. Tolgee, 5. Transifex - Searched Google, AI Overview "translation management software": 1. Lokalise, 2. Smartling, 3. Phrase, 4. Crowdin, 5. Transifex, 6. POEditor - Searched Google, AI Overview "localisation tools": 1. Lokalise, 2. Crowdin, 3. Phrase, 4. Smartling, 5. Tolgee Brands are listed in the order each answer named them. The answers were collected in the United States on October 21, 2026. ## How did search popularity change for localisation management platforms worldwide in September 2026? - In September 2026, Tolgee lost share of searches among localisation management platforms worldwide, from 12.5% to 11.6%. - Estimated monthly branded searches for Phrase worldwide fell 51.4% over 12 measured months, from 370 to 180 in September 2026. ## Month by month | Month | Phrase estimated searches | Phrase Share of Search | Phrase rank | Tolgee estimated searches | Tolgee Share of Search | Tolgee rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 370 | 0.59% | 7 | 5.4K | 8.6% | 5 | | Nov 2025 | 260 | 0.44% | 7 | 5.4K | 9.2% | 5 | | Dec 2025 | 190 | 0.36% | 7 | 5.4K | 10.3% | 5 | | Jan 2026 | 280 | 0.44% | 7 | 5.4K | 8.4% | 5 | | Feb 2026 | 280 | 0.48% | 7 | 5.4K | 9.3% | 5 | | Mar 2026 | 260 | 0.39% | 7 | 6.6K | 10% | 5 | | Apr 2026 | 280 | 0.49% | 7 | 6.6K | 11.6% | 5 | | May 2026 | 240 | 0.45% | 7 | 6.6K | 12.5% | 5 | | Jun 2026 | 190 | 0.38% | 7 | 6.6K | 13.3% | 5 | | Jul 2026 | 180 | 0.38% | 7 | 6.6K | 14% | 5 | | Aug 2026 | 120 | 0.28% | 7 | 5.4K | 12.5% | 5 | | Sep 2026 | 180 | 0.39% | 7 | 5.4K | 11.6% | 5 | ## How each brand is measured Brandwave collects information about searches that people make online using Phrase’s and Tolgee’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. - **Phrase**: Measured on the search terms “phrase localization” and “phrase localization platform”, summed into one figure. - **Tolgee**: Measured on the search term “tolgee”. - [Phrase profile](/demand/global-en/brands/phrase) - [Tolgee profile](/demand/global-en/brands/tolgee) - [All localisation management platforms worldwide](/demand/global-en/categories/localisation-management-platforms): The set both shares are measured inside, 7 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 Phrase or Tolgee more popular in search? In September 2026, Tolgee had more branded searches than Phrase among localisation management platforms worldwide. Tolgee had about 5,400 branded searches, while Phrase had 180. Tolgee made up 11.6% of all localisation management platform searches we track, and Phrase accounted for 0.39%. ## Cite this page Brandwave. "Phrase vs Tolgee: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/phrase-vs-tolgee This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/phrase-vs-tolgee. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.