TY - JOUR

T1 - Words under Pressure: Translation in the Context of Search Engine Optimization

AU - Ачкасов, А.В.

PY - 2015

Y1 - 2015

N2 - 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

AB - 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

KW - website translation

KW - website localization

KW - search engine optimization

KW - SEO translation

KW - multilingual SEO

KW - SEO linguistics

M3 - статья

VL - 8

SP - 200

EP - 208

JO - ЖУРНАЛ СИБИРСКОГО ФЕДЕРАЛЬНОГО УНИВЕРСИТЕТА. СЕРИЯ: ГУМАНИТАРНЫЕ НАУКИ

JF - ЖУРНАЛ СИБИРСКОГО ФЕДЕРАЛЬНОГО УНИВЕРСИТЕТА. СЕРИЯ: ГУМАНИТАРНЫЕ НАУКИ

SN - 1997-1370

IS - 2

ER -