With the increased use of MT reducing the cost of some translations, buyers have more budget to spend on value-added language tasks, like SEO localization. Since this service requires much more than simply translating keywords, there needs to be a paradigm shift. Four key stakeholders are involved in this change: translators, buyers, LSPs, and language technology providers. This industry trend poses new challenges for each of them, and it also offers them the chance to seize new opportunities.