Humanities & Social Sciences 2 (2015 8) 200-208 ~ ~ ~ УДК 347.78.034 Words Under Pressure: Translation in the Context of Search Engine Optimization Andrei V. Achkasov* St. Petersburg State University 7/9 Universitetskaya nab., St. Petersburg, 199034, Russia Received 12.11.2014, received in revised form 06.12.2014, accepted 21.01.2015 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 workfl ow and strategies that contradict conventional views on translation quality and textuality. <...> SEO and translation thus represent confl icting 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. <...> Keywords: website translation, website localization, search engine optimization, SEO translation, multilingual SEO, SEO linguistics. <...> Introduction and There is no doubt that translation industry language-related technology Translation Studies and academic training. <...> It is also obvious that institutional translator training is always one step behind the real life translation technology and practice. <...> Acknowledging this fact, I refer only to technology and practice, and I am far from giving any kind of general priority to the translation industry over Translation Studies and institutional training. <...> All rights reserved * Corresponding author E-mail address: a_v_achkasov@mail.ru # 200 # infl uence translator undertakes to imitate institutional training and genres of academic writing. <...> I believe that translation industry extends the scope of translation-related jobs and provides effective training in advanced technical skills, while the main competitive advantage of university-level the translation training is the high standard linguistic competences, which cannot be acquired through on-the-job practice. <...> In 2014 A. Pym reproduced the arguments that he made in 2006 concerning the issue of “industry <...>