From time to time we invite guests to post about subjects of interest and today we’re pleased to share a post from Guy Willoughby, Executive Director of the HALO Trust, a U.K.-based nonprofit dedicated to landmine clearance in post-conflict areas. Hear how HALO is using Google Maps for Business to fight the war against mines, clearing more than 1.4 million landmines worldwide. -Ed.

When conflicts end, making communities safe and livable often means removing dangerous remnants of war. “Getting mines out of the ground, for good,” as we say at the HALO Trust, has been our mission over the last 25 years. We work in more than a dozen countries and regions across the globe, clearing landmines and other explosives, many of which have been buried underground. While we’ve been in operation for almost three decades, there is still more to be done.

In Kosovo, where people are reclaiming their homeland after the conflict in 1999, we’re working in close cooperation with the government and local population to collect and share information about where mines are located. It’s a true community effort—farmers tell us where they’ve seen signs of mines and where accidents have occurred. It’s our job at the HALO Trust to take this data and make it usable, accessible, and visually compelling, so clearance becomes more efficient and happens faster.

One of our biggest challenges is keeping our field teams safe. We need easy-to-use tools that can help us find, map and clear hazardous areas without putting our operations at risk. Over the years, we’ve continuously improved our mine clearance techniques, including the deployment of Google Earth Pro.

Google Earth Pro makes it easier for the HALO team to do the dangerous and detailed work of finding and mapping at-risk areas. Because it’s based on the same technology as Google Maps and Earth, it’s easy for our teams to use and create maps without IT or GIS expertise. It’s a tool that is familiar to our employees and something they use in their daily lives, so we can start mapping right away.

The information we gather, including GPS references to landmines in the field, is imported into Earth Pro so that we can plot mine locations. We also use the incredibly detailed satellite imagery in Google Earth to identify and map hazardous areas. These high-resolution maps serve many people: from families who live near mines, to crews who clear them, and donors and other organizations that support us. When donors view the vivid interactive maps of our project areas—with mines so close to schools, farms and houses—they understand why the HALO Trust’s work is so critical.

Accurate maps from Google Earth Pro mean safer working conditions for our local teams, and faster progress toward our goals. In Kosovo alone, we’ve removed thousands of landmines, cluster munitions and other explosives. And with the help of Google’s mapping tools and our donors, we’ll be able to declare the country mine-free.

Posted by Guy Willoughby, Executive Director, the HALO Trust
The Official Google Blog

Over the last 5 years, it’s been great to see how many marketers and publishers have improved the web by using insights from Google Website Optimizer to create better experiences for their visitors. Today, we announced that we’re bringing website testing to Google Analytics. This means that we’ll be saying goodbye to the standalone version as we welcome a fully integrated website testing tool in Google Analytics.

Content Experiments helps you optimize for goals you have already defined in your Google Analytics account, and can help you decide which page designs, layouts and content are most effective. With Content Experiments, you can develop several versions of a page and show different versions to different visitors. Google Analytics measures the efficacy of each page version, and with a new advanced statistical engine, it determines the most effective version.  Take a look at this video to learn more:

Testing and experimentation of websites may sound complicated, but we’ve worked hard to provide a testing tool that makes it as easy as possible:

• Content Experiments comes with a setup wizard that walks you step by step through setting up experiments, which helps you quickly launch new tests.

• Content Experiments reuses Google Analytics tags so that you only need to add one additional tag to the original page.

• Content Experiments helps you understand which content performs best, and identifies a winner as soon as statistically significant data has been collected.

• Since content testing is so important, we’ve placed Content Experiments just a click away from your regular diagnosis reports in Google Analytics.

We’re excited to integrate this important functionality into Google Analytics and believe it will help you meet your goals of measuring, testing and optimizing all in one place. With full integration in Google Analytics, we’ll be able to grow and evolve website experimentation tools within our broader measurement platform. Initially, you’ll be able to utilize important features like optimized goal conversions, easier tagging and advanced segmentation in reports. We’re also working hard to release page metrics, additional goal conversion options and experiment suggestions.

The last day you’ll be able to access Google Website Optimizer, and any reports for current or past experiments, will be August 1, 2012. While it won’t be possible to migrate experiments or reports to Google Analytics, up until August 1 you can download your reports to retain your data.  We encourage you to start any new experiments in Content Experiments. For those of you that are new to website experimentation, we hope you’ll try out the new Google Analytics Content Experiments.

This is just the first step we’re taking to simplify website testing, and we look forward to integrating more features into the experimentation framework of Google Analytics.  Content Experiments will be gradually rolling out over the next few weeks to all users. Once available in your account, you can start testing by going to Google Analytics and accessing Experiments within the Content section of your reports. If you’re new to Google Analytics, you can sign up here.

We’ll continue to have a strong network of Google Analytics Certified Partners who will be able to provide advanced support for Analytics, including Content Experiments. If you would like professional assistance in designing, implementing, or interpreting the results of a test, simply go to the Google Analytics Partner page and select “Website Optimizer” from the Specialization menu.  You can also find more information in our help center. Please try out Content Experiments and let us know what you think.

Happy testing!

Posted by Nir Tzemah, Google Analytics team

Google Website Optimizer Blog

Minnesota has long been a state that’s prided itself on its commitment to education. Now the state has taken on the mission of becoming a technology hub as well, setting the goal to become one of the country’s top five technology states by 2020. Last week, we travelled to Minnesota to pilot two new programs designed to help students with an interest in technology get a jump on the job market, and learn directly from Google engineers over Google+ Hangout.

First, we partnered with Teach for America on a classroom mentorship project that pairs Google engineers with middle school science and math classes via Google+ Hangouts. A dozen Googlers paired up with classrooms in Minneapolis/St. Paul last week to introduce a curriculum modelled after Solve for X, Google’s initiative that celebrates technology-based moonshot thinking to solve real-world problems. In the coming weeks, each classroom will chose a big problem to tackle (world hunger, homelessness, climate change, etc.) and develop an innovative technology solution to address it—with help from the Google mentor who will join the classroom via Google+ Hangout for coaching sessions. We think hangouts are a great way to connect Googlers with classrooms far away, and are looking to expand this pilot to other states in the fall.

We also kicked off our first-ever youth entrepreneurship training as part of our Google for Entrepreneurs programs. The summit brought together 60 high school students from the Minneapolis STEP-UP program, an effort designed to place students from lower-income communities as interns at Minnesota businesses over the summer. Our goal was to give these students some basic training in Google tools like Docs, Apps, YouTube and Google+ so that they can enter their internships with a better understanding of how technology and the Internet can be of help to them, as well as spark these students with an entrepreneurial drive that will serve them well in these opportunities. After a morning of learning about Google tools, the students broke out into teams to pitch their own business ideas to solve challenges in education, government, transportation and the music industry. A number of mentors from the Minneapolis tech community joined us to help coach the students, and Minneapolis Mayor R.T. Rybak was on hand himself to help get the students started.

Science and technology disciplines are projected to add 70,000 jobs to the Minnesota job market by 2019. We hope by partnering with local organizations, we can help give students the inspiration and skills to enter that job market ready to excel.

Posted by Steve Grove, Head of Community Partnerships, Google+

The Official Google Blog

If you’re familiar with the work of the Southern poet Sidney Lanier, you’ll know he wrote about the beauty of the Chattahoochee River in Georgia. “The Hooch,” as it’s known around here, starts up in the northeastern part of the state, runs through Atlanta and down into Alabama before emptying out into the Gulf of Mexico. Those of us who work in Google’s Douglas County, Ga. data center have a special fondness for the Chattahoochee because it’s an integral part of our ability to run a highly efficient facility.

Google’s data centers use half the energy of a typical data center in part because we rely on free cooling rather than energy hungry mechanical chillers. In Douglas County, like at most of our facilities, we use evaporative cooling, which brings cold water into the data center to cool the servers, then releases it as water vapor through cooling towers.

A typical data center can use hundreds of thousands of gallons of water a day. When we first built the Georgia facility in 2007, the water we used came from the local potable (drinking) water supply. But we soon realized that the water we used didn’t need to be clean enough to drink. So we talked to the Douglasville-Douglas County Water and Sewer Authority (known locally as the WSA) about setting up a system that uses reuse water—also known as grey- or recycled water—in our cooling infrastructure. With this system in place, we’re able to use recycled water for 100 percent of our cooling needs.

This video of the system includes never-before-seen footage of our Douglas County facility:

Here’s how it works: The WSA has a water treatment facility in Douglasville, Ga. that cleans wastewater from the local communities and releases it back into the Chattahoochee. We worked with the WSA to build a side-stream plant about five miles west of our data center that diverts up to 30 percent of the water that would have gone back into the river; instead we send it through the plant for treatment and then on to the data center. Any water that doesn’t evaporate during the cooling process then goes to an Effluent Treatment Plant located on-site. There, we treat the water once again to disinfect it, remove mineral solids and send it back out to the Chattahoochee—clean, clear and safe.

The Chattahoochee provides drinking water, public greenspace and recreational activities for millions of people. In fact, just two weeks ago it was the first river to be designated a National Water Trail in a new system announced by the Secretary of the Interior Ken Salazar—a system that encourages community stewardship of local waterways. We’re glad to do our part in creating an environmentally sustainable economy along the shores of the Hooch.

Posted by Jim Brown, Data Center Facilities Manager

The Official Google Blog

I made my first visit to the Gulf Coast as a Red Cross shelter manager six weeks after Hurricane Katrina hit in 2005. What I witnessed there made me believe in the potential for individuals and businesses to come together to rebuild a community devastated by disaster. Every year since, I’ve returned to New Orleans to engage in and lead much of Google’s commitment to the area, which has included the direct use of Google Earth to aid in rescue efforts, search tools to help during the aftermath and many service hours put in by Google volunteers.

Almost seven years later, I find myself amazed at the recovery and revitalization of the entire region, specifically in New Orleans. The city has come to embody a spirit of perseverance and evolved into a model for economic and community redevelopment. In 2010, Google provided $ 102 million of economic activity for Louisiana businesses, website publishers and nonprofits—and there’s still more work to do. Next week, we’re heading back to NOLA once again, this time to serve as the Premier Partner for the fourth annual New Orleans Entrepreneurship Week (NOEW).

Our support for NOEW is diverse and wide-ranging. Among other activities, we’re providing seed grants to up-and-coming educational entrepreneurs in the Education Entrepreneurship Challenge, as well as hosting “Google 101” (and 201) workshops for entrepreneurs and one-on-one Google Office Hours for small business owners. On Saturday, March 10, we’ll be working with Brad Pitt’s foundation, Make It Right, to help the organization engage with supporters globally during their NOEW charity event. At 8:00pm ET the Make It Right Google+ Page will host a live hangout with Brad Pitt and special guests Ellen DeGeneres, Randy Jackson and Aziz Ansari. Following the hangout, real time updates from the evening will be posted exclusively on the Google+ page, and visitors can view photos, ask questions of celebrity guests and watch videos from the evening.

Our sponsorship of NOEW 2012 is one piece of our ongoing work supporting entrepreneurship in New Orleans. Other support includes bringing a major partner, Startup Weekend, to NOLA as well as increasing Accelerate with Google in the region. We look forward to contributing to the entrepreneurship ecosystem to provide real economic opportunities for the New Orleans community, its people and its businesses.

I look at the week ahead as a celebration of the potential that one person has to make a difference—one volunteer, one business owner, one celebrity, even you. What I know for sure is that this one person is looking forward to returning to a city that has captured her heart through its people, its spirit, its music and ah yes, most definitely the food. Hope to see y’all there soon!

Posted by Tara Canobbio, Google New Orleans Outreach Lead

The Official Google Blog

Today we’re making it easier for you to hone in on that perfect image or explore your topic visually with an update to related search links. Related search links have been around for awhile—they’re the row of blue links running across the top of your image search results—but today we’re making them more visual to help you find exactly what you’re looking for or just have fun exploring.

For example, when planning a trip to Greece, I may not know what places are worth a visit, so I search for [greece] on Image Search. Now, with more visual search links, I can hover over the links on the top of the results, like [santorini greece], and see a panel pop up with images of Santorini. Without having to type more words into the search box or clicking through, I can quickly glance at the pictures of Santorini. If I decide to click through, I find new links for further refined or related searches, such as [oia santorini greece] or [santorini greece sunset]. Now I’m sold, I want to see more Santorini images.

You’ll start to see these links whenever you search for images as we roll this change out globally over the next few weeks.

Posted by Peter Linsley, Product Manager

(Cross-posted on the Inside Search blog)

The Official Google Blog

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(Cross-posted on the DoubleClick Publisher Blog)

It’s now clear that investments in new technologies, new ad formats and improved buying and selling processes are helping to grow the display advertising pie. This benefits publishers who make more money from display ads, users who receive free ad-funded content and marketers who are able to grow their businesses online.

However, we often hear from major website publishers that ad management today is still mind-numbingly complicated and inefficient. We’ve been investing in our publisher tools to try and improve this landscape and have made great progress, but we think we can do even better. To help major publishers get the most out of the rapidly changing and growing display ad landscape, we’ve signed an agreement to acquire Admeld, a New York-based yield optimization firm.

Here’s a basic summary of the display ad industry, from the perspective of major publishers. There are lots of different ways that they can sell their display ad space. Often, they’ll sell space directly to advertisers or agencies, using an ad server to actually deliver and measure the ads (like Microsoft’s Atlas, AOL’s AdTech, DoubleClick’s DFP, Yahoo’s APT, OpenX, Zedo, 24/7 Real Media and others). Alternatively, they’ll make their ad space available indirectly—to hundreds of ad networks (like Advertising.com, Specific Media, Collective, 24/7, ValueClick, Vibrant, AdSense, Undertone and others), each with thousands of advertisers, or to various advertising exchanges or technology platforms (like Yahoo’s Right Media, OpenX, DoubleClick Ad Exchange, ContextWeb, AdBrite, AppNexus and others) that match them with ad buyers (like ad networks and demand side platforms) who represent advertisers, in real-time marketplaces.

Some publishers also work with a “yield optimization” provider (such as Rubicon Project, Pubmatic and others) that supplies technology to select ads from across these many indirect options, while providing personalized service and support. In a very complex and rapidly growing display ad landscape, that’s what Admeld does.

Providing better ad management services to publishers is an area that has seen a huge amount of investment in recent months. Formed just over three years ago, the Admeld team is an example of the huge strides the industry is making—it has quickly developed a great service that is helping many major publishers manage their ad space more efficiently and profitably.

By combining Admeld’s services, expertise and technology with Google’s offerings, we’re investing in what we hope will be an improved era of flexible ad management tools for major publishers. Together with Admeld, we hope to make display advertising simpler, more efficient and more valuable, provide improved support and services, and enable publishers to make more informed decisions across all their ad space. These are all things our publisher partners have been asking us to further invest in. Of course, Admeld will continue to support other ad networks, demand side platforms, exchanges and ad servers, to yield the best possible results for publishers.

We believe that this investment will be an important step to help online publishers, and will further improve and grow the display advertising industry as a whole.

Posted by Neal Mohan, Vice President of Display Advertising

The Official Google Blog