????本周二，谷歌（Google）無孔不入的搜索引擎再次推出升級(jí)版本，一舉挺進(jìn)旗下羽翼未豐的社交網(wǎng)站Google+，從這個(gè)社交平臺(tái)的腹地搜索與特定用戶相關(guān)的內(nèi)容。經(jīng)過這次改版，Google+中的個(gè)人信息、發(fā)帖和圖片將會(huì)暴露給互聯(lián)網(wǎng)上數(shù)以億計(jì)的搜索引擎用戶，無論他們是否已經(jīng)開通了Google+帳號(hào)。當(dāng)然，多數(shù)情況下，包括Facebook在內(nèi)的其它網(wǎng)站信息，都被理所當(dāng)然地遠(yuǎn)遠(yuǎn)排在了搜索結(jié)果的后面。谷歌的新動(dòng)作必然進(jìn)一步激化與Facebook之間的競(jìng)爭(zhēng)。

????谷歌稱，這是近年來最重大的變化之一。谷歌員工本?戈麥斯在接受采訪時(shí)說：“這是自推出通用搜索（Universal Search）以來，我們?cè)谟脩艨梢妰?nèi)容方面所進(jìn)行的一次最大擴(kuò)容?！惫雀栌?007年推出通用搜索，將搜索結(jié)果中的圖像、視頻和其它內(nèi)容一網(wǎng)打盡。

????舉個(gè)例子，周二開始，用戶在谷歌上搜索好友姓名時(shí)，排在最前面的搜索結(jié)果將是該好友在Google+上的個(gè)人信息。當(dāng)然，他在Facebook或商務(wù)社交網(wǎng)站LinkedIn上的個(gè)人信息也會(huì)緊隨其后。

????不難想象，谷歌的變化可能將再次激起人們對(duì)它的批評(píng)。人們一貫指責(zé)谷歌一直在推銷其自有服務(wù)的內(nèi)容，先是地圖、評(píng)論、YouTube，現(xiàn)在輪到Google+了，他們都被排在競(jìng)爭(zhēng)對(duì)手之前的優(yōu)先位置。戈麥斯強(qiáng)調(diào)，谷歌只是想讓搜索引擎發(fā)揮更大作用。他說：“谷歌的目標(biāo)是根據(jù)用戶的搜索請(qǐng)求，給出最具關(guān)聯(lián)性的搜索結(jié)果。”

????谷歌的新功能被稱為“搜索，加上你自己的世界”（search, plus your world）——搜索結(jié)果中還將顯示個(gè)人內(nèi)容，其中包括用戶在Google+或圖片分享功能Picasa中上傳的內(nèi)容，或是他們與其他人分享的內(nèi)容。舉例來說，如果用戶搜索夏威夷，很可能看到自己網(wǎng)絡(luò)相冊(cè)里或是好友相冊(cè)里存儲(chǔ)的夏威夷旅行照片。用戶還有可能看到好友們?cè)贕oogle+上分享的旅行攻略和熱門推薦。

????現(xiàn)在，針對(duì)大眾話題的一般搜索也會(huì)顯示Google+上相關(guān)重要人物的個(gè)人信息和頁面。如果搜索“音樂”，在搜索結(jié)果的右側(cè)可能會(huì)顯示布蘭妮?斯皮爾斯或斯諾普?道格的個(gè)人信息。

????一直以來，這種形式的個(gè)性化搜索都被看作網(wǎng)頁搜索的“終極追求”。Facebook正在與微軟（Microsoft）展開合作，允許后者的搜索引擎必應(yīng)（Bing）顯示更多來自自己平臺(tái)的個(gè)性化內(nèi)容。同時(shí)，F(xiàn)acebook平臺(tái)目前已和Yelp（點(diǎn)評(píng)網(wǎng)站）、Pandora（音樂網(wǎng)站）、Spotify（音樂網(wǎng)站）等眾多互聯(lián)網(wǎng)服務(wù)商達(dá)成協(xié)議，向用戶顯示與其Facebook好友相關(guān)的內(nèi)容，以此提供更具個(gè)性化的服務(wù)。

????Facebook表示，不需要個(gè)性化內(nèi)容的用戶可以很方便地關(guān)閉這項(xiàng)功能。

????譯者：項(xiàng)航

????In a move that is certain to sharpen its rivalry with Facebook, Google (GOOG) on Tuesday is introducing a revamped version of its ubiquitous search engine that will dive deeply into the company's fledgling social network, Google+, to find content that is relevant to a particular user. The change will expose Google+ profiles, as well as posts and photographs uploaded to the network, to hundreds of millions of search users whether or not they have Google+ accounts. In many cases, the changes will push content from other sites, including Facebook, further down on the search results pages.

????Google said the changes were among the most significant it had made in years. "This is the biggest expansion of the kind of content that user can see since Universal Search," Ben Gomes, a Google Fellow, said in an interview. Google introduced Universal Search, which began combining Web pages with images, videos and other types of content in search results, in 2007.

????Starting Tuesday, a search for the name of a friend, for example, will likely bring that person's Google+ profile as the top search result. As a result, their profiles on Facebook or LinkedIn will appear lower.

????The changes are likely to renew persistent criticism that Google promotes content from its own services, like maps, reviews, YouTube and, now, Google+ ahead of those of rivals. Gomes said that Google is simply trying to make its search engine more useful. "Our goal is to bring the user the most relevant data based on their query," he said.

????Under the changes -- dubbed "search, plus your world" -- Google will also include in search results private content that a user has uploaded or that someone has shared with them on Google+ or Picasa. For example, if you search for Hawaii, you are likely to see pictures of your trip to Hawaii from your own albums, or from a friend's album. You may also see travel tips and recommendations that your friends may have posted on Google+.

????Generic searches for broad topics will now also include profiles and pages from Google+ for people who are relevant and important to that topic. A search for "music" may suggest the profiles of Britney Spears or Snoop Dogg to the right of search results.

????This kind of personalization has long seen as a holy grail of Web search. Facebook has been working with Microsoft (MSFT) to allow that company's search engine, Bing, to surface more personalized content. And the Facebook platform has allowed countless services, like Yelp, Pandora (P) and Spotify, to become more personal by showing users content that is relevant to their Facebook friends.

????Users who do not want personalized content will be able to turn it off easily, the company said.