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除了Google 以外的去思考,去创新!
来源地:热点排名 更新时间:2007-10-26 浏览次数:

受制于 Google 的创新

Google 对于每一个上网的人来说, 它的影响力都是不可忽视的, 只是程度不同而已. 也许有的人一直使用用百度作为自己常用的搜索引擎, 但他不可能不知道 Google 的名号, 而其他一些人(大多是IT 人士)则把 Google 当作自己工作中必不可少的工具, 比如我, 始终把 Google 网站作为自己浏览器的默认首页. 如果将 Google 称为” Internet 之王”, 似乎不会有太多人反对. Google 作为一种工具,对于在网上冲浪的人是有益的. 但是从制作网站的角度来说, 它有一种不容易被人察觉的限制作用. Internet 上建立网站的人都知道搜索引擎优化方面的术语, seo, key word, Google page rank(PR ) Google analytics , Google Adsense, 等等. 这些术语已经成为建站过程中不能不考虑的因素. 假设你建立了一个网站, 你自己就会不自觉地关注网页每天有多少PV, 每天有多少人从Google 等搜索引擎来到你的网站, 独立IP 数是多少等等, 你可能会通过 Google Analytics 来得到这些信息, 假如你想通过广告来盈利, 你立刻会想到 Google Adsense, 你希望自己的网站 Google PR 值高一些, 希望网站里有更多的网页被 Google 收录, 你还会做更多 seo (搜索引擎优化)方面的工作, 你会通过 Google analytics 来分析关键字, 你会美化自己的网站链接(pretty URL)以适合搜索引擎搜索.等等. 在你建设网站的过程中 你会发现seo 方面的工作占据了网站后期工作的主要部分(甚至包括前期), 而且你还要不断的投入精力根据 Google analytics 所得的数据来做更多的工作. 此外, 你无法采用很多新技术来实现自己的创意, 比如,你无法采用 Flash , 因为它对搜索引擎不友好, 你无法大量采用 Ajax 技术, 原理同上, 一切对搜索引擎不友好的技术都不能列入考虑之列. 这是你独立建站时所需要考虑的事情, 如果你的网站有幸被 VC 投资了, 那么你需要关注更多相关数据, 你的网站有多少网页被 Google 收录, 网站在某些关键字的Google排名如何, 来自各大搜索引擎的访问比例等等. 纵观这一切, 你会发现制作一个网站,你的工作已经和 Google 紧密相连了, 你不可能完全抛开 Google 来思考,来创新, 你做的工作都必须围绕 Google 进行. 但是网站的流量是否真的就能转化为钱, 很多流量很大的网站并不盈利, 真正通过流量盈利的公司很少, 而且都是那些大公司. 比如 amzon 通过 s3 等服务确确实实的把流量转换成了钱,  这样的例子很少. 尽管如此, 大家却笃信靠流量盈利只是一个时间问题, 有流量,有注册用户就有盈利的希望, 于是各种 web 2.0 网站开始大量烧钱.  Google 对网站制作者的这种影响是潜移默化的, 它在某种程度上是消极的, 因为它限制了你的思维, 你首先要考虑的是一些和Google 搜索引擎相关的数据, 可能影响这些数据的想法都无法实现, 即便有了一些新想法, 这些新想法也只能是在 Google 所允许的范围内, 这是一种受到限制的创新.  有趣的是, 尽管你受到了这种限制, 但是你并不觉得这是一种限制或者束缚, 反到觉得这是天经地义的. 正如我的一个朋友对我说, 不考虑 seo 的网站就等于自绝于人民”. 这话虽说有点过分, 但是事实的确如此, 如今很多公司投入大量的人力物力做 seo 的工作, 即便是个人制作网站都免不了要考虑这些, 这一切使得你无法不考虑 Google . 如果说微软征服软件行业的方式是霸权式的垄断, 那么 Google却以一种更高明的手段达到了同样的效果, 然而却得到了好名声. 原因何在?  很简单,因为如今的Google internet 的产业链中已经处于最上层, 在这一层面上, 它已经通过多年搜索领域的积累开始制定自己的标准, 这是一种事实上的标准, 也是得到大家认同的, 这种认同不是因为 Google 以某种类似微软极端霸权的方式达到的, Google 发展的过程中, 这种认同是得到大家默认的, 我们并没有感觉到自己受到了限制. 相反我们是主动去按照它的规则去制作网站. 说白了, internet , Google 在制定游戏规则, 而我们则是在这一规则下做事情. 我想未来真正会再次创造互联网奇迹的公司将会是那些想法设法取代 Google 的新兴硅谷小公司和那些极力打败 Google 的大公司, 因为它们并没有处在 Google 生物链的下面, 他们没有受到制约, 他们和 Google 是平等的, 所以他们才有机会.

 

Subject to Google’s innovation
Google Internet for every person, its influence can not be ignored are the only extent. Perhaps some people have been using as their common with Baidu search engine, but he would not know the name of Google, while some others (mostly IT people) put Google as their work indispensable tool, for example, I always put the Google website as its default browser Home. If Google called the "King of the Internet", it seems that not too many people opposed. Google as a tool for surfing the Internet is useful. but from the system for website perspective, it was not easy for a person aware of the restrictions role. the establishment of the Internet site will know that search engine optimization terminology, seo, key word, Google page rank (PR value) Google analytics, Google Adsense, and so on. these terms are 10% the process of establishment of the station has to consider factors. suppose you set up a web site, you will not consciously concerned about the number of PV website every day, the number of persons per day from Google and other search engines to your website, the number of independent IP number, and so on, you might get through to Google Analytics these messages if you want to profit through advertising, you would immediately think of Google Adsense, you hope that their Web site Google PR value higher, in the hope that the website was more Google website included, you will do more seo (search engine optimization) area of work, you will through Google analytics to analyze keyword, you will beautify their own websites to link (pretty URL) to search for search engines. and so on. in your building site in the process of seo you will find that the work site later occupied the major part of the work (including even pre-), and you must constantly on the basis of input Google analytics from the data to do more work. In addition, you can not use a lot of new technology to achieve their own creativity, for example, you can not use Flash because of its search engine unfriendly, you can not extensively used Ajax technology, principle ibid., all on the search engine unfriendly technology both can not be included in consideration. This is an independent establishment of the station when you need to consider what, if your website had the honor of being the VC investment, then you need to be concerned about more relevant data, the number of your web site was included Google, the site in certain keyword how Google ranks from major search primer Qing visit ratio, and so on. Throughout all this, you will find that the production of a Web site, your work has been closely linked and Google, and you can not be completely cast aside to consider Google to innovate, you have to do the work carried out on Google. But the site really will be able to flow into money, many large flow of the website is not profit, the real flow through the few profitable companies, but are those large companies. For example amzon services through s3 indeed become the conversion of the flow of money, very few examples of this. Nevertheless, we are devout rely on traffic is only a matter of time before profit , traffic, registered users have the hope of profit, so the various web sites started massive dollar at 2.0. Google on the web site producers such influence is subtle, it is negative to a certain extent, because it limits your thinking, you must first consider is the number and Google search engine-related data, the data may affect these ideas can achieve, even with some new ideas, new thoughts in Google only to the extent permitted by, it is a restricted innovation. It is interesting, though you by these restrictions, but you and unknowingly This is a restriction in or bound to feel that this is anti-unalterable. As one of my friends said to me, do not consider seo website is equivalent to "Since no to the people." this, though a bit too much, but this is true, that many companies putting in a lot of manpower and resources to do the seo work, even individual production sites will have to consider these, all these can not make you consider Google. If Microsoft conquer the way the software industry is the monopoly of hegemony, then to a higher Google has the means to attain that the same effect, but it has been good reputation. why ? very simple, because today the Google internet industry chain has been at the top, at this level, it has to search through years of accumulated begun to develop its own standard, which is a de facto standard, but also be agreed, not because of this recognition to a Google Microsoft extreme species similar manner to achieve hegemony in Google’s development process, we have this identity is the default, we do not feel that they are limited. we take the initiative to the contrary in accordance with its rules to the production site. To put it bluntly, in the internet, Google in the development of the rules of the game and while we are in this thing to do under the rules. I think the future will once again create real miracle of the Internet companies will be those thoughts to replace Google’s emerging Silicon Valley small companies and those strongly defeated Google’s large companies, because they do not have the following in Google biological chain, they are not constrained by they and Google are equal, so they have a chance.

所知见障

 Understand see impaired

我经常跟朋友提起佛家的一句话, 那就是所知见障”--- ”你所学到的知识将成为你进一步获取知识的障碍”. 这句话也说明了 conventional wisdom (传统观念,常规认知)的某种弊端. 而这种常规认知普遍存在于各个领域. 举个例子, 你会发现每每天文学家鉴定一个星球上是否存在生命物质,都会以氧气,水和冰来作为依据. 这就是典型的所知见障”, 在我们这次文明中, 现在的科学体系是占主导地位. 以人类所处地球的环境来界定外星人必须呼吸氧气的观点是过于主观的. 生命体的表现形式一定是生物吗, 未必. 也许生命的灵体会在脱离人体后继续存在. 地球的历史上曾经出现过很多次文明的迹象, 记得以前有一本书中曾经提到, 神秘的大西洋古国亚特兰迪斯是推崇精神力量的, 那些易施敏感者”(意念力强大的人) 为社会的上层人物, 他们的精神意念可以通过圆光法术得以代代相传.  看过美国电视剧<X 档案>的人都知道 Mulder 探员,他就是一个典型的反传统观念的人物, 他的搭档 scully 探员每每坚持以科学检验的态度来处理一些神秘案件而一无所获的时候, 最终都是由 mulder 另辟蹊径得到解决. 虽然这只是一个电视剧, 但是 mulder 那种开放式的思维方式却很值得我们学习. 在很多时候, 拥有开放式的思维方式比掌握某种技能知识更重要, 因为在当今社会中,想学什么知识和技能并不是一件难事, 因为存在各种培训机构, 网上可以搜索到各种资料. 但是如果你一旦缺少一种开放式的思维,就很可能无法进一步地获取新知识, 这点对个人发展是很不利的. 学习 java, C++ 的人可能不愿意学习 ruby , python , 或许是因为脚本语言的运行速度慢, 又或者是因为已经掌握了一种语言, 再学另外一种新语言没必要, 也费时间. 这也是一种所知见障”, 但是你却很难察觉这点, 因为我们可以找出很多其他情绪方面的非主要因素来作为拒绝接纳新知识的理由, 而且合情合理. 当你掌握了一种知识而不愿意接受新事物的时候, 也就是你已经被原有的知识体制化的时候. ”体制化这个词来自于电影<肖申克的救赎>, 影片借Red之口说了这么一句经典:“...这些监狱的高墙是有趣的,起初你痛恨它们;慢慢的,你会习惯它们;最终你会发现自己已离不开它了,这叫作"体制化"...”, 当你在受到限制的环境中习惯性地接受它以至于离不开它,你也就被它体制化了. 发现没有, 这和作为网站制作者和 Google 的关系很类似吧. 这种体制化对人的影响的确很有趣, 它是很难被受到体制化的人所察觉的, 他们已经完全失去了创新的能力, 失去了开放思维方式, 失去了自由, 但是他却会极力维护这种限制. 也许很多人都看过 或许你会觉得 larry 说的只是笑话, 其实他讲演的内容是非常有道理的, 他的言论中包含了他对被体制化的人才的拒绝和对开放式思维人才的认可. 再举一个程序员比较熟悉的国内项目的例子.第一次开始做项目的时候, 我们都希望把它从各方面做到最好, 采用最好的架构, 最好的框架, 最好的规范, 无论从甲方还是乙方, 大家都是这么想的, 但是最终却发现做项目是 time-based , 是时间驱动的, 在指定时间无法完成,项目就要延期, 这就是失败, 所以很多项目最后都是虎头蛇尾的. 然后经过多个项目之后, 你会变得疲惫不堪, 你不再坚守自己最初的想法, 你也开始习惯这种做项目的方式, 你开始写大量 dirty and quick的代码, 不再重视代码规范, 而且开始对新来的程序员灌输这种思想. 最终你被体制化了. 所以我常对朋友说, 在中国做项目往往会把一个好人做成一个坏人, 因为它不像是做产品, 会向着越来越好的方向发展.

 

 I often tell friends brought Buddhist words, it is "aware see impaired" - "the knowledge you have learned you will be further obstacles to access to knowledge." This statement also shows that the conventional wisdom (traditional concept of conventional cognitive) some drawbacks. Such conventional cognitive Pu times exist in all fields. For example, you will find that astronomers to identify a planet often if there is material life will to oxygen, water and ice as a basis. This is a typical "know see impaired" in our current civilization, the scientific system is now dominated. Earth to the human environment in which to define aliens must breathe oxygen view is too subjective. life in certain manifestations of it is biological, not necessarily. Perhaps the spirit of life from the human body to continue in existence. the history of the earth has happened many times the signs of civilization, remember that before a book once mentioned that the mysterious Atlantic is the oldest in the world Etelandishi respected spiritual strength, those "sensitive Shi Yi" (the idea of a powerful person) for the upper echelons of society figures, their spiritual ideas through "round-magic," to be passed on to future generations. read the United States dramas < X-Files> people know that Mulder officers, he is a typical anti-traditional concepts of characters, and his partner scully officers often adhere to scientific examination attitude in dealing with some of the mysterious cases and found nothing, are ultimately be resolved by mulder open a new path. Although this is only one motor As drama, but mulder kind of open way of thinking is very worthy of our study. in many cases, possession of open way of thinking than knowledge grasp some skills more important, because in today’s society, would like to learn what knowledge and skills is not a difficult task, because there are all sorts of training institutions, networks can search to all kinds of information. But if you open once is a lack of thinking, it is may not be able to further access to new knowledge, this point of personal development is very negative. learning java, C + + people may be reluctant to learn ruby, python, perhaps because scripting language the slow, or because mastery of a language, to learn another new language not necessary, but also time. This is also a kind of "know see impaired," but you are difficult to detect this point, because we can identify many other non-emotional factors as refusing access satisfied that the new knowledge reasons, but also fair and reasonable. When you have a knowledge and unwilling to accept new things time, that is your original knowledge has been "institutionalized" of times. "institutionalize" the word comes from the film <肖申grams of redemption>, the film says, by the mouth of the Red so this classic :"... these prison walls is interesting, at first you hate them; slowly, you will habits them; eventually you will find yourself now inseparable from it, and this called "institutionalized "...", When you are in the habit of restricting the environment and to the extent that it can not do without accepting it, you will be the institutionalization of it. found not, and the website as producers and the relationship is very similar Google it. this system of the human impact is very interesting, it is difficult to be institutionalized people perceived, they have completely lost the ability to innovate , lost their open way of thinking, loss of freedom, but he will be striving to maintain such restrictions. Perhaps many people read Perhaps you will feel that the only joke larry said, in fact the contents of his speech is very justified, his remarks contained in his system was rejected by the people off and Fang-thinking talent recognition. to cite a domestic programmers are more familiar with the project example. the first started the project, we want to do it the best in all respects, use the best framework, the best framework, the best norms, in terms of Party A or Party B, we are all thought, but ultimately it was found that the project is so time-based, time-driven, could not be completed in the specified time, the project should be postponed, and this is failure, many projects are虎头蛇尾the final. then after a number of projects, you will become exhausted, you do not to keep her initial thinking, you start doing projects such customary manner, you began to write large dirty and quick code, the code no longer regulate attention, and the start of new programmers to inculcate such thinking. eventually you have been institutionalized by. So I often say to friends that item made in China a good man will often creates a bad guy, because it is so unlike products, will move toward more and develop in a good direction.

 

Google 是如何创新的

那么我说了那么多, 也许大家会认为我在诋毁 Google, 这当然不是我写这篇文章的初衷. Google是一个非常伟大的公司, 它能走到今天这个局面也是必然的, 之所以造成了对网站制作者的这种限制, 并非它刻意而为, 而是 internet 发展的必然结果. 如果没有 Google , 也会有另外一个公司造成这种局面. 那么 Google 自己又是如何创新的呢? java web 开发的人大概都知道 Google 发布的一个框架 GWT( Google Web Toolkit). 这个框架非常有别于其他常规的 java web framework. 因为它是一个完全针对 ajax 技术的框架. GWT 横空出世的时候, 人们都对它的独特开发方式感到惊奇, 它一反常规 web 框架通过集成现有的 javscript 库来支持 ajax 的方式, 而是允许程序员以 java 作为服务端开发语言, 而不必学习任何 javascript 编程, GWT java 语言翻译为 html js 从而轻松实现 ajax 功能, , 同时你还能拥有 java 语言静态编译, 类型检测和调式的众多优点. 这种方式的确很独特, 但是很少有人去想为什么是 Google设计出这种开发ajax 的框架, 而不是别人. 独特的开发方式其实并非 GWT 最令人称道的地方, 最让人惊奇的是 Google 设计出一个完全针对 ajax 的框架. 做网站开发的人都知道, ajax 的出现使得用户可以在浏览器中获得原来只有 flash 才能实现的那种桌面应用程序的体验, 但是基于 ajax 的应用和传统基于页面的网站制作方式不同,它通常只有一两页的 html 页面, 这样的网站无法被 Google 等搜索引擎有效地收录, 所以绝大多数开发框架都是传统基于页面的开发方式,只是对ajax 提供一种补充式的支持,它们都会极力标榜自己支持 pretty url , pretty url 不仅仅是使得访问页面的url链接更好看, 其主要原因还是:这样做对搜索引擎更加友好. GWT是一款完全针对ajax 的框架, 这种框架就我所知非常少,并非其他人设计不出来, 而是完全针对ajax 的框架是没有开发人员市场的, 如果框架无法对搜索引擎友好,那么没有人会冒险去采用它. GWT 的创建者恰恰是 Google : 搜索引擎的王者, internet 游戏规则的制定者. 我们不能说 Google 在制作网站的时候不考虑搜索引擎优化的因素, 不过对 Google而言,这个因素的优先级肯定是很低的, Google 在做一件事情的时候肯定是先考虑创新, 而不是 seo. 现在大家应该明白了吧, Google 相比, 我们已经不是站在一个起跑线的了, 我们生活在被 Google 体制化的 Internet 世界中, 我们的创新只能是一种局限范围内的改良, 我们和 Matrix 中的人很类似, 做着 Google 允许我们做的事情, 但是我们却没有察觉.

 Google is how innovative
Well, I said so, perhaps you will think that I slander Google, of course, I am writing this article is not the original intention. Google is a great company and it could come today, this situation is inevitable, and has caused production on the site such restrictions, it is not for the deliberate, but the inevitable result of internet development. If not Google, the company will also have another cause of this situation. so how is Google’s own innovation? java Web development so people probably know Google released a framework GWT (Google Web Toolkit). this framework is very different from other conventional java web framework. because it is a totally against ajax technology framework. When the GWT bring out, people have developed a unique way it is surprising, from its anti-conventional web framework through the integration of existing javscript to support ajax manner, but allows programmers to java as a server-side development language, without having to learn any javascript programming from GWT will java language translation for html and js thus easily ajax functionality, and you can have static java language compiler, type and mode of the many advantages. this approach is very unique, but very very few people think about why this is the Google development ajax design the framework, and not others. a unique development methods is not GWT most commendable, most people are surprised Google designed a completely against ajax frameworks. do Web developers who know that the emergence makes ajax households in the original browser access can be achieved only flash of the kind desktop application experience, but based on the ajax-based applications and traditional production methods pages of different websites, which are usually only 12 of html pages, the Web site can not be Google and other search engines effectively included, the vast majority of the development framework is based on the pages of traditional development methods, but only ajax provide a supplemental support, they would strongly support pretty url present themselves, not just make pretty url visit the url link pages better, the main reason is: do so more on search engine Canadian friendly. GWT is a totally against ajax the framework that I know very little, is not designed not tell other people, but the framework completely against ajax developers is no market, if not on the framework of friendly search engines, then no one would take the risk to use it. while GWT it is precisely the founders of Google: Search Engine King, internet rules of the game makers. we can not say that the Google Web site in the production when not consider search engine optimization factors, but on Google, the priority of this factor is certainly very low, Google is doing one thing sure when innovation is the first consideration, not seo. Now everyone should understand that the bar, and compared to Google, we have not stood in a starting line, we live in the institutionalization of Google’s Internet world, we can only innovation is an improvement within the scope of limitations, we Matrix and the people are very similar in and putting Google allow us to do, but we are not aware of.

Evolution(进化) vs Revolution(革命)

如果说 Google 可能在思考革命性的东西, 我们只能是在做改良性的工作. 似乎很悲观, 其实未尝不是一件好事情, Evolution(进化) Revolution(革命)相比获得成功的几率要大很多, 因为你是在已有成功案例的基础上做改动, 你已经有了一定成功的保证. Revolution则有点像把鸡蛋都放在一个篮子中, 风险是很大的. 实际上中国的internet 一直是在走进化的道路, 这也是现阶段,甚至是很长一段时间内的必然道路. 从早期Baidu 模仿 Google, 到现在的饭否抄袭twitter, 土豆网抄袭youtube, 这种大规模的模仿仍将继续下去. 模仿就是一种对被模仿者的依赖, 尽管土豆网自己声称将成为一个youtube 更伟大的公司”, 其实我们都清楚这只是一张牛皮. 也许模仿者会比被模仿者做的更好一些, 因为它毕竟是在前人基础之上做的改良, 但是他们的思路已经受到了被模仿者的制约而没有察觉, 尽管他们会在细节上, 在有限范围内取得成功, 但是在大体上他们已经受到了限制, 你的思路已经习惯于模仿和抄袭这种方式了, 就很难离开. 这里并非说Revolution创新优于Evolution和改良, 美国人的很多创新技术都是被日本人做到最好,做到最小的, 这个世界需要两者, 但是他们的思维方式是完全不同的, 一旦习惯了后者则很难会有前者的思维方式.

 Evolution (Evolution) vs. Revolution (Revolution)
If we say that Google may be thinking of revolutionary things, we can only be done in the improvement of the work. Appears to be very pessimistic, in fact might be a good thing, Evolution (Evolution) and the Revolution (Revolution) compared to the success of many larger probability, because you have been successful in the case on the basis of do changes, you already took a guarantee of success. The Revolution is a bit like the eggs are in one basket, the risk is very big. in fact China’s internet has been entered in the road, which is also at this stage, even for a very long time the inevitable road. from early Baidu mimic Google , and now rice has copied twitter, potatoes net plagiarism youtube, this large-scale copying will continue. imitation is a kind of dependence on the imitators, despite his claim that potatoes network will become a "more than youtube great company", in fact, we are clear this is only a cowhide. Perhaps than imitate will be imitators do better, because it is, after all, based on the predecessors to do improvements, but they have the idea was to imitate by the constraints are not aware of, even though they will in the details, within the limited scope of the success, but in general they have been the restrictions, your ideas have become accustomed to imitate and copied this way, it will be very difficult to leave. this is not to say that innovation is better than Evolution and Revolution improved, the Americans are the many innovative technologies by the Japanese do our best so that the smallest, the world needs both, but their way of thinking is totally different, once accustomed to the former while the latter hardly be any way of thinking.

 

抛开 Google 去思考,去创新

回到开始的主题, 如果你打算做一个新网站, 你会因为搜索引擎的问题而有所顾虑吗? 你会完全采用flash ajax 来制作网站吗? 这是一个很两难的问题. 就如同 Neo 接受红药丸还是蓝药丸, 完全的flash 网站虽然能给用户很好的用户体验, 但是这意味着你可能要失去来自 Google 的搜索用户, 然而在 Google 的限制下做网站,你又会失去了一些实现想法的机会. 怎么办? 任何选择都是有代价的. 但是我还是趋向于给自己一个机会, 让自己站在和 Google 同一个起跑线上, 实现自己的想法. 如果你没有太多的包袱, 你的想法只是要做一个好网站的话, 那么不妨follow your heart放手一试

 

Set aside Google will think about and innovation
Back to the theme of the beginning, if you intend to do a new web site, you will because the search engine problems have concerns? You will be fully used to produce flash and ajax website? This is a very difficult issue. Like Neo accept the red pill or blue pill, although full flash website can users good user experience, but it means that you might have to lose from Google’s search users, but under restrictions in Google’s Web site to do, you will lose some opportunities for realizing ideas. how? any options are a cost. But I still tend to give themselves a chance to Google and its stand on the same starting line and realize their ideas. If you do not have too many burdens, and do you think is a good Web site, then may wish to follow your heart let go a try

网站优化 - Google优化 - 搜索引擎优化 -