Localizzazione e proposta di Search Engine Optimization del sito web di Pantani Group

This dissertation arises from an internship undertaken as part of the Language Toolkit project, a collaboration between the Department of Interpretation and Translation of the University of Bologna and the Chamber of Commerce of Romagna. The goal of the Language Toolkit project is to foster the internationalization of local small and medium-sized enterprises through the language and translation skills of university students. Therefore, the purpose of this dissertation is to analyze the translation project carried out during the internship at Pantani Group in Forlì, namely the translation from Italian into English of their new corporate website, in order to show how the skills of translators-localizers can be used to strengthen the company’s relationships with foreign partners and reach new potential customers through the web. The first chapter presents all the theoretical notions which are necessary to analyze the translation project carried out and its objectives: the concepts of business internationalization, digital marketing, website localization, and website usability are then defined. The last part of the chapter focuses on the techniques that can be implemented to optimize a site for search engines in order to be visible to potential customers. The second chapter contextualizes the internship project, presenting the company and the details of the translation assignment. It then includes a brief analysis of the text type of the source text and its characteristics, followed by a description of the structure of the website. The third chapter reports the source text and the target text in full. The fourth chapter focuses on the translated text: the first part describes the resources used to complete the translation, while the second part presents a proposal for search engine optimization of the web pages of the English version of the site.