Tradurre un blog aziendale: SEO, transcreation e web usability applicate al blog di Bare Blends

This dissertation aims at designing a method for the translation of blog articles. For an adequate translation of this peculiar source text, a translator shall be able to correctly write a web text, to adapt the blog’s content to the target culture and to optimize the target text for search engines. Moreover, since a blog article is a promotional text at the core, translators shall pay particular attention to the use of creative solutions, especially when it comes to adapting the article’s title in the target language. Therefore, the first part of the dissertation consists of a review of the existing literature on the following topics: writing for the web, search engine optimization, web marketing and blogging practices. These topics were also considered from a translation perspective, in order to find relevant aspects to the aim of the work. The second part, on the other hand, focuses on the translation of articles from a business blog, namely the one belonging to Bare Blends, an Australian company specializing in natural supplements. A total of ten articles from different categories has been extracted from the blog and translated into Italian, then optimized for search engines in the target language.