{"id":123221,"date":"2019-04-04T14:30:42","date_gmt":"2019-04-04T14:30:42","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=123221"},"modified":"2020-02-24T06:36:49","modified_gmt":"2020-02-24T06:36:49","slug":"ar-test-google-maps","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2019\/04\/04\/ar-test-google-maps\/","title":{"rendered":"Google tests AR for Google Maps: Considerations for businesses across local search, hyperlocal SEO, and UX"},"content":{"rendered":"

Last month Google invited a select number of users and journalists to try out its new augmented reality functionality in Google<\/a> Maps.<\/strong><\/p>\n

It is an exciting development<\/a> particularly for those who have ever experienced difficulty finding a location in the real world when Google<\/a> Maps’ blue dot fails to be accurate enough. But with local and hyperlocal SEO<\/a> becoming a bigger consideration for businesses seeking to be visible in mobile search, are there implications here too?<\/p>\n

How Google is bringing AR to its maps navigation<\/h2>\n

Back in February, Google<\/a> invited a small number of local guides<\/a> and journalists to try out the new AR functionality in its Google<\/a> Maps service.<\/p>\n

As is detailed over on the Google AI blog<\/a>, they are calling the technique “global localization”. It aims to make Google<\/a> Maps even more useful and accurate by building on its GPS and compass powered blue dot with added visual positioning service (VPS), street view, and machine learning.<\/p>\n

The result incorporates AR and map data. When planning a route from A to B, users can use the smartphone lens to see the world in front of them with Google<\/a> Maps’ location arrows and labels overlaid.<\/p>\n

\"Example<\/p>\n

Challenges<\/h2>\n

Accuracy and orientation have always been the biggest challenge for real-time mobile mapping. GPS can be distorted by buildings, trees,\u00a0and heavy cloud cover. Orientation is possible because mobile devices are smart enough to measure the magnetic and gravity field of the earth relative to the motion of the device. But in practice, these measurements are very prone to errors.<\/p>\n

With VPS, street view, and machine learning added to the Google<\/a> Maps\u2019 route-planning functionality, the early reports are very positive. VPS works in tandem with the street view to analyze key structures and landmarks in the field of view. It is pretty much the same way we as humans process what we are seeing in relation to what we expect to see. Once it calibrates, the AR functionality presents the relevant route markers (arrows and labels) to show the user where to go.<\/p>\n

Of course, there are challenges with this added technology too. The real world changes. Structures come and go, which can make it difficult for VPS to marry up what it sees, with what street view has indexed. This is where machine learning comes in, with data from current imagery being used to update, build upon, and improve what Google<\/a> Maps already knows.<\/p>\n

An additional challenge also concerns user habits. But Google<\/a> has been quick to build in prompts to stop users from walking too far while looking through the AR lens minimizing any potential risk from real-world hazards (vehicles, people, structures, and the others) outside of the camera\u2019s view.<\/p>\n

Implications for search<\/h2>\n

When its AR functionality is rolled out, it\u2019s not hard to see that Google<\/a> Maps will have added appeal for users.<\/p>\n

This is building on an already massively popular tool. According to data from\u00a0<\/em>The Manifest<\/a>, 70% of navigation app users use Google<\/a> Maps. As a proportion of the 2.7 billion global smartphone user base, this is around 1.4 billion people.<\/p>\n

We\u2019ve written at length here at Search Engine Watch about the importance of local<\/a> and hyperlocal search<\/a>. If you have a real-world location for your business and you have not already done so, setting up a “Google My Business<\/a>” profile is the first step to assisting Google Maps with knowing exactly where your business location is. In addition, it also improves how you are presented in local search<\/a> elements such as three-pack listings, as well as giving the user clear opening time information, and the option to click-to-call.<\/p>\n

This is obviously important as more people come to Google Maps to use the AR<\/a> functionality. On a hyperlocal level, as Google Maps\u2019 AR looks to make increasing use of non-transient structures and landmarks, it might be good practice for businesses to make it more of a point to rank for key terms related to these landmarks. It is also easy to see how important it is to consider how your business looks from a joined-up marketing\/UX<\/a> perspective, with questions such as:<\/p>\n