Search Life Meets Real Life -- Tell Me Your Thoughts!

当搜索遇见现实

I was thrilled when I got invited to speak at Chris Pirillo's Gnomedex event happening in Seattle this August 21-23. Gnomedex is legendary to me, and to present at it -- well, wow! Plus some nervousness, which I hope this post will help with. I'm looking for some thoughts on my topic of "Search Life Meets Real Life." Want to help? Then read on -- and comment!

非常荣幸的被邀请在Chris Pirillo的Gnomedex活动上发言时我高兴的差点跳起来，今年的活动安排在八月21到23日在西雅图举行。对我来讲Gnomedex太具有传奇色彩了，能收到他们的邀请，太棒了！有点紧张的，我希望这个帖子能帮我一些忙。我在寻找一些关于我的话题“当搜索遇见现实”的想法。要帮忙吗？接着看吧--然后发表一下自己的意见！

While most of my writing is about search marketing, I've been most fascinated with how search collides with real life or society. One survey from a few years ago always has stuck with me, how people turned to search for advice over things they'd used for years -- decades - centuries -- like friends, family and libraries. Search engines are our confessionals, our confidants, our trusted friends that help us.

尽管我的大部分帖子都是讨论搜索市场，但是我最着迷的还是搜索是如何与现实和社会相冲突的。我总会想起几年前做的一个调查，人们如何从他们千百年来咨询的对象--朋友，家人或图书馆转向搜索的。搜索引擎变成了可以帮追我们的忏悔室，知己，信得过的朋友。

But sometimes our friends can be scary -- like when it's YOUR house that's showing up in Google StreetView, or that feed you thought was private ends up appearing in a listing, or those photos -- well, what happens on Flickr doesn't necessarily stay on Flickr.

但是有时候我们的朋友也挺吓人的--比如不知道什么时候你的房子出现在了Google街景地图中，或者那条不公开的帖子竟然出现在了列表中，或者那些图片-那些本应该呆在Flickr没有老老实实的在Flickr上呆着。

It can also seem absurd when people want things removed. Really, you want Google to start blocking houses that anyone walking down a street can see and take photos of? If so, will StreetView eventually look like one of those redacted CIA reports? But then again so what if something's public? That doesn't mean people want material to be so easily out there -- or that they shouldn't have some voluntary controls to remove it.

当人们希望移除一些东西的时候事情也比较荒唐。事实上，你真的希望Google把每个人都可以看到都可以拍照的房子拿掉吗？如果是，街景地图最后会变成中央情报局编造的报告的样子吗？如果还是，那些公共的东西怎么办？这并不是说人们希望材料就这么简单的显示出来--或者他们不应该有一些可以移除那些内容的随意控制吗？

I don't have the answers here. That's part of what my talk is about, to explore issues like these -- plus fun and weird stuff, such as:

这儿我没有拿出大拿。这就是我的谈话里讲到的一部分，还探讨了一些这样的问题--有劲的奇怪的，比如：

• The guy who fakes his death and gets found through Google
  捏造死去的家伙通过Google被揪了出来
• The town that's wiring itself to Google Maps
  把自己标注在Google地图上的小镇
• The fact that Google has to figure out a policy on how to label bodies of water in dispute
  Google必须制定一项划分有争议的水域的划分原则
• The US Navy having to change buildings because through online maps, it was discovered they look like swastikas from the air
  美国海军不得不改掉他们的建筑，因为通过在线地图，他们很容易被发现。从空中看下来就像一个纳粹的十字标志。

There's plenty more like this in our Search Stats category and especially our Search & Society category.

我们的搜索现状类别里有很多类似的例子，搜索和社会类别里也有很多。

Another thing that struck me was a post I did about maps of the Southern California fires last October. It was a quick thing I did more out of personal interest than expecting many others to be curious. But nearly 50,000 people came in to that post over the course of two days. Maps are another form of searching, and the ability for anyone to contribute and build up real-time resources is remarkable. One person I know even told me how she depended on my post to find the maps, as she had a tough time seeking them out in other ways. A few years ago, you got your map each morning in the newspaper or waited for whenever TV decided to flash one up for a few seconds. Now you can study them, shape them -- or get frustrated if they're not out there.

另一件使我感到震惊的事是关于去年南加州大火地图的帖子。起先完全是出于个人爱好，而不是期望吸引很多的人。但是在发布的短短两天时间内就有50,000人浏览过那个帖子。地图是搜索的另一种形式，任何人都可以贡献都可以创建实时的资源时的能力是非常值得关注的。我认识的一个人告诉我说她都是从我的帖子找到那些地图的，换个方式去把这些地图找出来就非常的困难。就在几年前你在每天早晨可以在报纸上看到类似的地图，或者等电视决定把这些地图露几秒钟。现在你可以研究它们，修改它们--哪天它们不在了还会感到很郁闷。

Things are changing even more as search continues to jump off the web browser and into devices such as TV and our phones. While I'm no fan of many visual and weird search metaphors, UrbanSpoon for the iPhone blew me away with its intuitive "shake and discover" interface:

搜索跳出我们的浏览器进入到电视手机等设备的时候搜索的变化就更大了。我对一些奇奇怪怪可视化的搜索象征物一点都不感冒，但是iPhone上UrbanSpoon凭着简单易用的“摇一摇找一找”的界面还是让我大吃了一惊。

That made sense -- that suited both the content and device, and we're going to see more unique interfaces like this to come. But as I wrote to Chris as part of my talk...

这非常的合适--既考虑到了内容又考虑到了设备，我们会看到更多这这类独特的界面。但是就像我写给Chirs的谈话的一部分...

What happens as search continues to jump off our web browser and into our televisions, iPhones and GPS units. These bring us a world of new search opportunities, such as location-specific restaurant search — but they also open new concerns about the search records and profiles left behind. After exploring some of the issues, plenty of time for audience discussion.”

当搜索继续摆脱浏览器的束缚进入到我们的电视，iPhone和GPS设备上时会发生什么。这些会带给我们一大堆新的搜索机遇，比如机遇地点的饭店搜索-但是同时也引起一些忧虑，留下的搜索记录和资料怎么办。在探讨过这些问题之后会有大量的时间留给观众讨论。

Possibilities and issues. And as I also told Chris when I first suggested this as a talk:

可能性和问题。我开始向Chris建议把这个作为谈话内容的时候我还和他讲：

I guess the big trend I'd say is that search has revolutionized our lives, made us expect that anything should be searchable from anywhere and that I think we'll get more disappointed if it's not. And that access to all this information is reshaping our lives in ways we'd have never imagined, from the private trails we leave that aren't so private to political disputes. And that in the turmoil of all these changes, I'd guess I'd conclude I have a sadness that practically no one really focuses on the society issues of this stuff. Look at how much is written about Microsoft and Yahoo – yet how we interact with search, what policies should emerge, where it is taking us – little coverage of that tends to be done, little research. I think there are all of two universities with single professors that look at it.

我猜大的趋势是搜索完全变革了我们的生活，我们会认为任何东西在任何时候都是可以搜索的，我认为如果不是这样我们会更加失望。能获取所有这些信息正在以一种我们想象不到的方式重塑我们的生活，从我们留下的隐私的尾巴到政治上的争议。在这一片变革的混乱中我的结论是比较伤心，事实上没有人关心这些改变带来的社会问题。关于微软和雅虎写了很多-但是我们是如何和搜索互动的，应该出台一些什么样的政策，未来是什么样子-关于这一趋势的讨论少的可怜，基本上也没有什么研究。我了解只有两所大学的两位教授在研究这一问题。

On the research front, I'm hoping to perhaps do a college class of my own on the topic next year (Marti Hearst who is one of the few I know of looking at search and society up at Berkeley is an inspiration in this). But for now, I'm starting with this talk and especially looking forward to what comes from the discussion with the Gnomedex audience. But I'm curious what folks here on Search Engine Land and from anywhere on the web think. So please give me your comments via our Sphinn forum below.

关于研究的前沿，我希望或者是在明年开一门自己的关于这个话题的班。（Berkeley 的Marti Hearst是我认识的为数不多的几个关注搜索和社会的人之一，他想出的这个主意）。但是现在我做这个演讲特别想了解Gnomedex观众讨论会有什么结果。我也很想了解来自网络各个地方的Search Engine Land的读者怎么看待这一问题。请在下面的Sphinn论坛上留下你的观点。

On a side note, if I'm not responding, that's simply because I'm going on vacation for the next week and will be completely offline. But I'll be eagerly reading what people say. I'd hoped to do this post before I left so I could respond to comments, but I ran out of time!

旁注，如果我没有任何回应，我下个星期很可能在度假，断网。但是我会非常期待看到你们的评论。我希望在我出发之前把这个帖子发出来，这样我就可以回应了，但是时间不多！