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Google 发现的十大真理

(2007-11-15 10:58:01)
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Ten things Google has found to be true/        


1. Focus on the user and all else will follow.

From its inception, Google has focused on providing the best user experience possible. While many companies claim to put their customers first, few are able to resist the temptation to make small sacrifices to increase shareholder value. Google has steadfastly refused to make any change that does not offer a benefit to the users who come to the site: 以用户为中心,其他一切纷至沓来。创建伊始,Google 即以提供最佳的用户体验为其中心任务。虽然很多公司主张客户利益优先,但难以抗拒各种诱惑,往往会牺牲客户的少量利益来增加股东价值。 Google 的一贯态度是:如果所做的更改不会给网站访问者带来任何优势,则将坚定不移地予以拒绝:

§The interface is clear and simple界面清晰易用.

§Pages load instantly. 网页加载迅速.

§Placement in search results is never sold to anyone. 绝对不出售搜索结果中的排名位置.

§Advertising on the site must offer relevant content and not be a distraction. 在网站上刊登的广告应提供相关的内容,且不会影响用户的体验.

By always placing the interests of the user first, Google has built the most loyal audience on the web. And that growth has come not through TV ad campaigns, but through word of mouth from one satisfied user to another. Google 始终秉持着用户第一的理念,因而从网上赢得了最忠诚的用户群体。用户群体的增长并不是通过电视广告活动,而是通过用户的交口称颂来实现的。

2. It's best to do one thing really, really well.

Google does search. With one of the world's largest research groups focused exclusively on solving search problems, we know what we do well, and how we could do it better. Through continued iteration on difficult problems, we've been able to solve complex issues and provide continuous improvements to a service already considered the best on the web at making finding information a fast and seamless experience for millions of users. Our dedication to improving search has also allowed us to apply what we've learned to new products, including Gmail, Google Desktop, and Google Maps. As we continue to build new products* while making search better, our hope is to bring the power of search to previously unexplored areas, and to help users access and use even more of the ever-expanding information in their lives.最好的方式是将一件事情做到极致。Google 要做的就是搜索。拥有世界上最大的研发队伍之一,心无旁骛地攻克搜索问题,我们知道自己擅长什么,也知道如何可以做得更好。通过持之以恒地对难题进行反复的探索,我们始终能够解决复杂难题,并不断地改进已被公认为 Web 上为数百万用户提供快捷、完美的信息搜索体验的最佳服务。得益于努力改善搜索服务,我们可以将掌握的知识应用于新产品,其中包括 Gmail、Google 桌面和 Google Maps。在改善搜索服务的同时,我们也在不断推出新产品*,我们的愿望是将搜索的强大功能应用于以前未曾探索的领域,并帮助用户更多地访问及利用其生活中不断扩展的信息。

3. Fast is better than slow.

Google believes in instant gratification. You want answers and you want them right now. Who are we to argue? Google may be the only company in the world whose stated goal is to have users leave its website as quickly as possible. By fanatically obsessing on shaving every excess bit and byte from our pages and increasing the efficiency of our serving environment, Google has broken its own speed records time and again. Others assumed large servers were the fastest way to handle massive amounts of data. Google found networked PCs to be faster. Where others accepted apparent speed limits imposed by search algorithms, Google wrote new algorithms that proved there were no limits. And Google continues to work on making it all go even faster. 快比慢好。Google 相信瞬间带来的喜悦。您需要解答的时候,是希望马上会得到解答的。这点是勿庸置疑的吧? Google 可能是世界上唯一一个努力让其用户尽快离开自己网站的公司。Google 执着地消减自己网页上的每一个多余的比特和字节,不断地提高服务环境的效率,并一次次地打破自己创造的速度记录。其他人认为大型服务器是处理海量数据的最快捷方式。但 Google 却发现联网的 PC 机速度更快。在他人已接受搜索算法所决定的明显速度限制时,Google 却写出了新的算法,证明了速度无限的真理。 Google 一直在不断地努力,让速度再快一点。

4. Democracy on the web works.

Google works because it relies on the millions of individuals posting links on websites to help determine which other sites offer content of value. Google assesses the importance of every web page using a variety of techniques, including its patented PageRank" algorithm which analyzes which sites have been "voted" the best sources of information by other pages across the web. This technique actually improves as the web gets bigger, as each new site is another point of information and another vote to be counted. 网络需要民主的作风。Google 之所以成功,原因在于它依赖数以百万计的向网站发布信息的用户来确定哪些网站提供的内容具有价值。Google 不依赖一组编辑人员或仅仅根据某个词汇出现的频率来为每个网页评级,而是采用一项突破性技术,即 PageRank"。PageRank 对一个网页所链接的所有网站进行评估,为它们分配一个值(在一定程度上参照了与相应网站链接的网站)。通过分析网络的整体结构,Google 能够确定哪些网站被最对其信息感兴趣的用户“投票”评为最佳信息来源。随着网络规模不断增长,每一个新网站将成为另一个信息点,同时也是要记入的另一张选票,该技术也会不断地得到改善。

5. You don't need to be at your desk to need an answer.

The world is increasingly mobile and unwilling to be constrained to a fixed location. Whether it's through their PDAs, their wireless phones or even their automobiles, people want information to come to them. Google's innovations in this area include Google Number Search, which reduces the number of keypad strokes required to find data from a web-enabled cellular phone and an on-the-fly translation system that converts pages written in HTML to a format that can be read by phone browsers. This system opens up billions of pages for viewing from devices that would otherwise not be able to display them, including Palm PDAs and Japanese i-mode, J-Sky, and EZWeb devices. Wherever search is likely to help users obtain the information they seek, Google is pioneering new technologies and offering new solutions.  您不必坐在台式机前也能获得所需的答案。世界的流动性越来越强,人们很难再局限于一个固定的角落。无论是通过 PDA,还是无线电话,甚至是在汽车里,人们都希望随时获得所需的信息。Google 在这一领域开发了多种创新技术,其中包括 Google Number Search。通过这一技术,人们从具有上网功能的手机以及即时转换系统(将以 HTML 格式编写的网页转换为手机浏览器可以读取的格式)上查找数据时,可以大大减少键击次数。借助于这一系统,人们能够从 Palm PDA、Japanese i-mode、J-Sky 和 EZWeb 等原先不能显示网页内容的设备上打开数十亿个网页,以查看网页内容。尽管搜索引擎在任何地方都可以帮助用户找到所需的信息,但 Google 仍然在不断地探索新技术和提供新的解决方案。

6. You can make money without doing evil. 您可以通过正当途径赚钱。

Google is a business. The revenue the company generates is derived from offering its search technology to companies and from the sale of advertising displayed on Google and on other sites across the web. However, you may have never seen an ad on Google. That's because Google does not allow ads to be displayed on our results pages unless they're relevant to the results page on which they're shown. So, only certain searches produce sponsored links above or to the right of the results. Google firmly believes that ads can provide useful information if, and only if, they are relevant to what you wish to find. Google 是一个企业。它通过以下两种方式来获取收入:向其他公司提供搜索技术;向广告客户提供在 Google 或网络的其他网站上刊登广告的服务。然而,您可能从未在 Google 上看到过广告。这是因为,除非广告与所显示的搜索结果页内容相关,否则 Google 不允许在我们的搜索结果页上展示任何广告。因此,只有某些搜索才会在搜索结果的上方或右侧显示赞助商链接。Google 坚信,仅当广告与您要查找的内容相关时,才会为您提供有用的信息。

Google has also proven that advertising can be effective without being flashy. Google does not accept pop-up advertising, which interferes with your ability to see the content you've requested. We've found that text ads (AdWords) that are relevant to the person reading them draw much higher clickthrough rates than ads appearing randomly. Google's maximization group works with advertisers to improve clickthrough rates over the life of a campaign, because high clickthrough rates are an indication that ads are relevant to a user's interests. Any advertiser, no matter how small or how large, can take advantage of this highly targeted medium, whether through our self-service advertising program that puts ads online within minutes, or with the assistance of a Google advertising representative. Google 同样也证明了广告不必过分渲染也能够切实有效。Google 不接受弹出式广告,因为这会干扰用户查看所请求的内容。我们发现,文字广告 (AdWords) 的内容在与其读者相关时,所带来的点击率要比随机显示的广告高得多。Google 的优化小组与广告客户合作,以提高广告系列在有效期内的点击率。因为点击率越高,表明广告与用户感兴趣的内容的相关性越高。任何广告客户,无论其规模大小,都可以利用这一针对性强的媒介。既可以通过我们的自助式广告服务计划在数分钟内在线投放广告,也可以在 Google 广告服务代表的帮助下发布广告。

Advertising on Google is always clearly identified as a "Sponsored Link." It is a core value for Google that there be no compromising of the integrity of our results. We never manipulate rankings to put our partners higher in our search results. No one can buy better PageRank. Our users trust Google's objectivity and no short-term gain could ever justify breaching that trust. 在 Google 上刊登的广告总是明确地标记为“赞助商链接”。不损害我们搜索结果的完整性是 Google 的核心价值观。我们绝对不会操纵排名位置来将我们的合作伙伴放在搜索结果中排名较高的位置。没有人能够购买更高的 PageRank(网页评级)。我们的用户信赖 Google 的客观公正性,任何短期利益都不能够构成破坏这种信任的理由。

Thousands of advertisers use our Google AdWords program to promote their products; we believe AdWords is the largest program of its kind. In addition, thousands of web site managers take advantage of our Google AdSense program to deliver ads relevant to the content on their sites, improving their ability to generate revenue and enhancing the experience for their users. 成千上万的广告客户使用我们的 Google AdWords 计划来推广他们的产品,我们相信 AdWords 是同类计划中规模最大的一个。此外,成千上万的网站管理人员利用我们的 Google AdSense 计划,刊登与其网站内容相关的广告,以增加收入和改善用户的体验。

7. There's always more information out there.

Once Google had indexed more of the HTML pages on the Internet than any other search service, our engineers turned their attention to information that was not as readily accessible. Sometimes it was just a matter of integrating new databases, such as adding a phone number and address lookup and a business directory. Other efforts required a bit more creativity, like adding the ability to search billions of images and a way to view pages that were originally created as PDF files. The popularity of PDF results led us to expand the list of file types searched to include documents produced in a dozen formats such as Microsoft Word, Excel and PowerPoint. For wireless users, Google developed a unique way to translate HTML formatted files into a format that could be read by mobile devices. The list is not likely to end there as Google's researchers continue looking into ways to bring all the world's information to users seeking answers. 信息始终在不断地累加。当 Google 索引中包含的互联网上的 HTML 网页超过任何其他搜索服务之后,我们的工程师开始将精力转到那些不太容易获得的信息上。有时只是合并新数据库的问题,如添加电话号码、地址查询以及企业目录。有时却需要更多的创造性工作,如增添可搜索超过 10 亿张图片的功能,或增添对原始格式为 PDF 文件的网页进行查看的方式。由于 PDF 格式的大量使用,我们需要扩展所搜索的文件类型的列表,以支持使用 Microsoft Word、Excel 和 PowerPoint 等多种格式创建的文档。为了满足无线用户的需要,Google 开发了一种独一无二的技术,可将 HTML 格式的文件转换为移动设备可读取的格式。该列表不会就此终止,因为 Google 的研究人员将持续不断地探索新的方式,将全球范围内的所有信息提供给寻找答案的用户。

8. The need for information crosses all borders.

Though Google is headquartered in California, our mission is to facilitate access to information for the entire world, so we have offices around the globe. To that end we maintain dozens of Internet domains and serve more than half of our results to users living outside the United States. Google search results can be restricted to pages written in more than 35 languages according to a user's preference. We also offer a translation feature to make content available to users regardless of their native tongue and for those who prefer not to search in English, Google's interface can be customized into more than 100 languages. To accelerate the addition of new languages, Google offers volunteers the opportunity to help in the translation through an automated tool available on the Google.com website. This process has greatly improved both the variety and quality of service we're able to offer users in even the most far flung corners of the globe. 对信息的需求超越了国界。尽管 Google 的总部位于加利福尼亚州,但我们的办事处遍布全球,我们的宗旨是帮助全世界的用户获得所需的信息。为了实现这一目标,我们维护着十多个互联网域;在我们所提供的搜索结果中,超过一半提供给美国境外的用户。用户可以根据自己的喜好,从 Google 支持的 35 种语言中任选一种来展示搜索结果。此外,我们还提供翻译功能,无论用户的母语是哪种语言,都可以搜索到所需的内容;不喜欢使用英语搜索的用户可以将 Google 界面自定义为大约 100 种语言中的任意一种。为了更快地补充新语种,Google 为志愿者提供机会帮助做一些翻译工作,Google.com 网站上提供了供翻译使用的自动工具。这一流程大大改善了我们为用户(甚至位于地球上最偏远角落的用户)提供的服务的种类和质量。

9. You can be serious without a suit.

Google's founders have often stated that the company is not serious about anything but search. They built a company around the idea that work should be challenging and the challenge should be fun. To that end, Google's culture is unlike any in corporate America, and it's not because of the ubiquitous lava lamps and large rubber balls, or the fact that the company's chef used to cook for the Grateful Dead. In the same way Google puts users first when it comes to our online service, Google Inc. puts employees first when it comes to daily life in all of our offices. There is an emphasis on team achievements and pride in individual accomplishments that contribute to the company's overall success. Ideas are traded, tested and put into practice with an alacrity that can be dizzying. Meetings that would take hours elsewhere are frequently little more than a conversation in line for lunch and few walls separate those who write the code from those who write the checks. This highly communicative environment fosters a productivity and camaraderie fueled by the realization that millions of people rely on Google results. Give the proper tools to a group of people who like to make a difference, and they will. 没有西装革履也一样严肃认真。Google 的创始人一再声明公司所重视的惟有搜索。他们创建公司的理念是工作应具有挑战性,而挑战可以带来乐趣。正是由于这一点,Google 的企业文化不同于其他公司,而并不是因为这里到处都有熔岩灯和大橡胶球。同样,对于我们的在线服务,Google 始终将用户放在首位;而对于日常生活,Google Inc. 将自己的员工放在首位。我们重视团队的功绩,并为个人的成就而倍感自豪,这些都促成了公司的全面成功。新想法经过交流和试验,然后以惊人的速度投入实际应用。其他公司的会议可能会占用几个小时,而在这里通常只不过是在排队购买午餐时的一次聊天,写代码的人和写检查程序的人之间不存在任何屏障。这种畅所欲言的环境提高了员工的工作效率,并促进了员工之间的友爱,而这种氛围又因肩负数以百万计的人们对 Google 搜索结果的信赖而进一步加强。为希望做出重大贡献的人员提供适当的工具,他们定然不负您的期望。

10. Great just isn't good enough. Always deliver more than expected. Google does not accept being the best as an endpoint, but a starting point. Through innovation and iteration, Google takes something that works well and improves upon it in unexpected ways. Search works well for properly spelled words, but what about typos? One engineer saw a need and created a spell checker that seems to read a user's mind. It takes too long to search from a WAP phone? Our wireless group developed Google Number Search to reduce entries from three keystrokes per letter to one. With a user base in the millions, Google is able to identify points of friction quickly and smooth them out. Google's point of distinction however, is anticipating needs not yet articulated by our global audience, then meeting them with products and services that set new standards. This constant dissatisfaction with the way things are is ultimately the driving force behind the world's best search engine. 只是优秀还不够。为您提供的服务始终超出人们的预期。Google 不会将最好视为终点,而是看作一个新的起点。通过创新和反复探索,Google 选择行之有效的技术,并以异乎寻常的方式不断进行改进。搜索对于拼写正确的文字没有问题,对于拼写错误的文字会怎样呢?我们的工程师透视用户的需求并相应地开发错别字改正程序,就像知道用户在想什么一样。在 WAP 手机上进行搜索时的时间太长?我们的无线技术部门开发了 Google Number Search,将每个字母击键三次减少为只击一次。尽管我们的客户群体数以百万计,Google 仍然能够迅速找到发生冲突的位置,随即加以解决。但是,Google 与众不同的一点,就是在全球用户还未明确意识到自己的需求之前为其做出周密考虑,并开发出富于创新的工具和产品来满足他们的需要。这种永不满足现状的态度就是深藏在世界上最佳搜索引擎背后的终极驱动力量。


* Full-disclosure update: When we first wrote these "10 things" four years ago, we included the phrase "Google does not do horoscopes, financial advice or chat." Over time we've expanded our view of the range of services we can offer –- web search, for instance, isn't the only way for people to access or use information -– and products that then seemed unlikely are now key aspects of our portfolio. This doesn't mean we've changed our core mission; just that the farther we travel toward achieving it, the more those blurry objects on the horizon come into sharper focus (to be replaced, of course, by more blurry objects). * 全面披露的更新:四年前,在首次写下这“10 件事情”时,我们曾说过“Google 不做星座预测,不做财经咨询,也不做聊天”。随着时间的推移,我们对可提供服务范围的看法也有所发展 - 比如说,Web 搜索并不是用户访问或使用信息的唯一方式 - 还有那些当时看来不可思议的产品现在却已成为我们整个计划中至关重要的环节。这并不能说明我们已经放弃了自己的核心任务,只是随着我们在其改进的道路上不断前行,地平线上那些看似模糊的目标也变得更为清晰可辨(当然,也可以说,这样的模糊目标也是越来越多。)

 

 

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