Journal of Siberian Federal University. Humanities & Social Sciences: Words under Pressure: Translation in the Context of Search Engine Optimization

Journal of Siberian Federal University. Humanities & Social Sciences / Words under Pressure: Translation in the Context of Search Engine Optimization

Issue: Journal of Siberian Federal University. Humanities & Social Sciences. 2015 8 (2)
Authors: Achkasov, Andrei V.
Contact information: Achkasov, Andrei V.:St. Petersburg State University 7/9 Universitetskaya nab., St. Petersburg, 199034, Russia; E-mail:
Keywords: website translation; website localization; search engine optimization; SEO translation; multilingual SEO; SEO linguistics
Abstract: The key activities in multilingual search engine optimization (SEO) imply the expertise of the linguistic behavior of users (search queries), keyword translation, contrastive cross-linguistic analysis of keywords, translation into the target language under SEO restrictions and off-site copywriting in the target language. As a result, in the context of website translation and localization, SEO imposes additional restrictions and demands on the translation workflow and strategies that contradict conventional views on translation quality and textuality. SEO and translation thus represent conflicting activities which nevertheless have to be performed within website localization projects. At present, the localization industry is developing new translation and language-related strategies and needs SEO trained translators and linguists. SEO linguistics and SEO translation is an emerging challenge for both Translation Studies and institutional translator training
Pages: 200-208
Paper at repository of SibFU: https://elib.sfu-kras.ru/handle/2311/16667