Augmented Reality Search July 2013

1 Copyright SMG (2013)

Keywords: Locative, Augmented Reality, Search, Marketing, Google, Application, Smartphone, Foursquare, Acrossair,

Geosocial, Business, Optimization, Search Engine, Maps, Wikitude, SEO.

1.0 Abstract

This paper will highlight the need for organisations of all sizes and structures to maximise their presence in both

Locative Search and Augmented Reality Applications alongside traditional Search Marketing techniques. Such

platforms utilise location aware mapping systems, which interpret Volunteered Geographic Information (VGI) from

Smartphone’s and Mobile Devices. These services are able to perform real time search based on geographical location

in a variety of exciting and powerful ways. There is a real possibility that the majority of businesses will be left behind

by not embracing Local Search changes early on, its impetrative that Search Marketing Agencies and Businesses are

ready for the integration of Search Marketing into everyday life through innovative mediums. With Mobile Local

Search set to outpace desktop search by 20151, Mobile Search is going to be a key player in the world of Search

Marketing. This paper aims to highlight the need for businesses to get ahead of the field and embrace and prepare for

Augmented Reality; as it becomes reality for both consumers and developers.

1 BIA/Kelsey 04.2012

Augmented Reality Search

‘Integrating Search into

Everyday Life’

Augmented Reality Search July 2013

2 Copyright SMG (2013)

Augmented Reality was described in July 2013 as being ‘in

Vogue’ and provides a sense of technological escapism worthy

of the Steven Spielberg blockbuster Minority Report2. With a

recent announcement by Google that their concept ‘Glass’

would be released to ‘explorer’s’ for beta testing3 alongside

Foursquare’s recent valuation of $600 million 1, Augmented

Reality is set to storm the Search Marketing World. Augmented

Reality is exciting app developers and marketers alike, as

smartphone users integrate Local Search into everyday life.

Since its conception in 1968, when cinematographer Morton Heilig

developed a ‘motorcycle simulator’ called Sensorama, Augmented Reality

has excited those in high-tech industries, but only recently have

advertisers, marketers and application developers found avenues to

exploit such technologies. With an increasing penetration of Smartphones

in the mobile phone industry, more people have access to devices holding

a range of on-board apparatus including camera, GPS, Compass and

Accelerometer which gives Augmented Reality developers an opportunity

to finally appeal to consumers everywhere.

Such devices have become an ‘indispensable part of our daily lives’4 as we

continue to turn many public spaces into ‘portable private personal

territories’ 5 , augmented and locative search practices exploit this

phenomenon and place Local Search at the heart of mobile interaction.

There has been a dramatic change in consumer behaviour as a result.

Making telephone calls is the 5th most utilised function of a smartphone

and on average users spend 25 minutes a day web browsing, the most

employed function of a Smartphone6.

According to industry estimates ‘Developers will invest $670 million in

Augmented Reality applications this year’, this will increase to $2.5 billion

in 5 years’ time7. It has also been argued that Augmented Reality will

become a part of everyday mobile experiences ‘particularly for retail and

marketing.’ This paper analyses the new breed of Augmented Reality and

location-based applications which are paving the way for innovative forms

of Digital Marketing.

2 Zdnet.com. 2013. Enterprise to drive 2.5bn Augmented Reality Market. Available at: http://www.zdnet.com/enterprise-to-drive-2-5b-augmented-reality-market-7000017633/. Accessed 24/07/13.

3 Google, 2013. Google Glass: How to Get One. Available at: http://www.google.com/glass/start/how-to-get-one/.

4 Google UK. 2013. Our Mobile Planet.

5 Badger, 2012. How smart phones are turning our public places into private ones. Available at: http://www.theatlanticcities.com/technology/2012/05/how-smart-phones-are-turning-our-public-places-private-

ones/2017/. Accessed 01/03/13. 6 Google UK, 2013. Our Mobile Planet.

7 Zdnet.com. 2013. Enterprise to drive 2.5bn Augmented Reality Market. Available at: http://www.zdnet.com/enterprise-to-drive-2-5b-augmented-reality-market-7000017633/. Accessed 24/07/13.

Figure 1 - Screenshot taken from Acrossair displaying Yelp Layer

‘Technological

escapism worthy

of the Minority

Report’ (zdnet.com, 2013)

2.0 Introduction

‘Integrating Search Marketing into Everyday Life’

Figure 2 – Minority Report Poster

Augmented Reality Search July 2013

3 Copyright SMG (2013)

3.1 History of Local Search

Figure 3 – Advertisement from Benefon advertising the Esc Mobile Phone. Source: www.docstoc.com.

We think that some search is local, and

when it is, it should be useful’

(Google, 2003)

BENEFON ESC

The first mobile phone with GPS functionality was the

Benefon Esc (left), and was intended for explorers as

it boasted water and shock resistance! The phone

was revolutionary for its day. The mobilisation of GPS

technology opened up a new breed of high end

mobile phones and was a pivotal moment for Local

Search. Today, 86% of mobile phones sold in the USA

come with built in GPS technology.

GOOGLE LOCAL

Google announce Google Local, a

variant of their leading search engine

which would enable users to search

for businesses and services locally on

an interactive map. This was

pioneering as it gave users a greater

degree of information alongside their

search results.

1999

2003

GOOGLE MAPS API

Google Maps was released in Europe; the UK was

first to receive the service. Google Maps utilised

keyhole technology to overlay satellite imagery over

2D Maps. However, more important for Augmented

Reality the company later released the Google Maps

API in June – interestingly this was the same month

Google announced a mobile variant of its search

engine ‘Mobile Web Search’ whereby Google Local

went mobile. It enabled the development of ‘place-

based applications’ to utilise, render and interpret its

dynamic mapping interface.

2004

GOOGLE EARTH

On its quest to supplement Local Search,

Google unveiled the first version of ‘Google

Earth’. Users were able to use Google Local to

search within Google Earth. This layering of

both visual stimuli and search results paved

the way for Augmented Reality applications.

2005

2005

‘As computers increase in power

and decrease in size, new mobile,

wearable, and pervasive computing

applications are rapidly becoming

feasible’

(Höllerer and Feiner, 2004)

(Google, 2003)

2004

3.0 Local Search

‘Key Milestones shaping Local Search Today’

Augmented Reality Search July 2013

4 Copyright SMG (2013)

.

3.2 Rise of the Smartphone

STREET VIEW

Later in 2007 Google announced ‘Street View’ for 5

major US cities aimed at making its mapping

interface more immersive. Whilst Augmented

Reality applications don’t utilise the Street View

platform (as they use inbuilt cameras) it was still a

sign of things to come!

iPhone

The launch of the iPhone’ was arguably the most

significant change in the mobile phone market and

vital for allowing mobile Local Search to exist. As

Steve Jobs exclaimed at the time, the computing

giant was set to ‘revolutionise the industry’. The large

‘multi-touch’ screen, GPS, Accelerometer, Compass

and Gyroscope made the iPhone perfect for utilising

mapping applications such as Google Maps; for the

first time users could search for nearby results.

Augmented Reality apps rely heavily on such sensors

in a Smartphone to engage with the surrounding of

the user to augment reality.

Figure 10 –Apple iPhone Announcement, 2007. Source: BBC. ‘The World

becomes the User

Interface’ (Höllerer and Feiner, 2004)

2007

2007

Figure 4 –Apple iPhone Announcement, 2007. Source: BBC.

eMarketer (2013) predict

that 78% of UK citizens

will own a Smartphone

by 2016.

Where do people use

their Smartphone?

Outside of the home 83% of US

consumers surveyed use their

Smartphone ‘on the go’

performing tasks such as

search, social media, surfing the

internet and viewing

multimedia1.

78% of people use their phone

whilst in a store, often to

research alternative prices of

similar or identical goods often

by the savvy shopper.

(Google 2012, Our Mobile Planet)

Users spend

approximately 25

minutes a day

browsing the internet

and around 18

minutes on social

networking sites such

as Facebook, Twitter

and Google+. (Google 2012, Our Mobile Planet)

What are they searching for?

Google highlight that of those who use

their Smartphone regularly, 57% use

their Smartphone to engage with Search

Engines including Google, Bing and

Yahoo. 50% of ‘Private Smartphone

users’ also search for nearby services

such as Restaurants, Pubs and Bars.

(Ofcom: Communications Market Report 2012)

Augmented Reality Search July 2013

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4.1 Application Use

Apps are more convenient, faster to load and easier to browse. Therefore more people are choosing to search via

dedicated applications opposed to their Smartphone browser. Google highlights ‘94% of Smartphone users worldwide

look for local information on their phone and 90% take action as a result, such as making a purchase or contacting the

business’. Applications such as Foursquare have become increasingly popular with this change in mobile use, now

boasting 25 million users and 1 million business listings8. Therefore as people engage with applications over

conventional methods of search it becomes less about the mobile browser and more about the diversification of

result types9. This trend has led to the development of a number of exciting niche Augmented Reality apps.

4.2 Desktop in Decline

Desktop Search has declined in recent years since Smartphones have

‘embedded themselves into our everyday lives’10. There has been an

18% drop in local desktop searches between 2011 and 2012 whilst

Smartphones witnessed an increase of 26% comparatively11. Google’s

analysis supports this as its research of UK Smartphone consumers

revealed that 42% of people have conducted a Local Search on a

Smartphone via a search engine, whilst 24% have looked up

businesses on a mapping interface. Of those who found local businesses through a map-based application, 36% took

direct action by visiting, calling or purchasing from that company12. Google CEO Eric Schmidt explained that ‘mobile

search activity and revenue will eventually be bigger than desktop search’13.

4.3 Google App Monopoly

4 out of the Top 5 most popular US Smartphone applications are

produced by the company, including Google Maps, Google Play, Google

Search and Gmail14. The only application not Google owned in this list is

Facebook which holds the top spot. This shows that Google is a major

player in the industry which makes it important for businesses to stay

optimised for Local Search. Google not only pioneered the market it still

pays the main role in shaping the direction of Local Search.

8 SES Conference & Expo. New York. 25 -28 2013.

9 Ibid

10 Google Insights: Smartphones and the role of Search

11 comScore via Searchengineland. Available at: http://searchengineland.com/search-smartphones-tablets-up-2012-153328

12 Google Insights: Smartphones and the role of Search

13 Marketing Pilgrim, 2010. Search: Desktop by Day, Mobile by Night. Available at: http://www.marketingpilgrim.com/2010/09/search-desktop-by-day-mobile-by-night.html. Accessed 19/07/13. 14

comScore Inc. , “2013 Mobile Future in Focus, February 25, 2013”

‘There has been an 18% drop in

local desktop searches between

2011 and 2012, whilst

Smartphones witnessed an

increase of 26% comparatively’

(comScore, 2013)

4.0 Local Search Today

‘The Search Backbone for Augmented Reality’

Figure 5 –5 most popular Apps in US. Source: comScore Mobile Future In Focus. 2013.

Augmented Reality Search July 2013

6 Copyright SMG (2013)

4.4 Spotlight: Bing Places

Whilst Microsoft’s Bing may only account for 6%15 and

17.3% of total searches in the UK and US16, the rise of

Bing Places is important. In a similar vein to Google

Places and Foursquare its key that businesses claim or

list their business on the ‘Places for Business’ site to

show up in Local Bing searches. This is especially

important as Microsoft haven’t been shy in expressing

its interest in Augmented Reality growth by developing its ‘Streetside Photos’ web app alongside blogging about the

technology in the last few months. GPS enabled mobile devices are able to upload Geo-tagged photos to services such

as Flickr or Twitpic which are overlaid over the street view interface in real time.

It will be only a matter of time before real-time search is integrated into this platform17. Microsoft has also released a

developer kit to enable hobbyists to create their own Geo Augmented Reality applications for the Windows Phone OS

dubbed ‘GART’ (Geo Augmented Reality Toolkit). Augmented Reality is an area of interest to Bing and with an

increasing search market share and its recent citation of Geospatial Augmented Reality Applications such as Nokia City

Lens18. Expect to see Bing champion Augmented Search in the future.

4.5 Spotlight: Foursquare

Aside from the change to its mapping API by partnering with Open Street Maps and Mapbox, Foursquare is a key

player in the new breed of intuitive and innovative search apps. Foursquare is a map based search client that lets

users ‘check-in’, locate and rate businesses in

their vicinity. Interestingly, 9% of US local

business searches made through social media

platforms now come from Foursquare19 and is a

growing application for the informed

Smartphone user. In order for businesses to be

‘discovered’, owners need to claim their

business on the ‘Foursquare for Business’

website where they are able to add a

description, office hours, website information

and integrate social media accounts20. As well as

listing your business, the application allows companies to offer a range of special offers for customers who find them

through the application as well as sharing the latest news on the business. Later sections will explain how to optimise

business for Foursquare effectively.

15

The E Word.2013. Google Dips in June 2013 Search Market Share. Available to: http://theeword.co.uk/seo-manchester/june_2013_search_engine_market_share_revealed.html. Accessed 18/07/13. 16

comScore, 2013. April 2013 U.S. Search Engine Rankings. Available at: http://www.comscore.com/Insights/Press_Releases/2013/5/comScore_Releases_April_2013_US_Search_Engine_Rankings. Accessed 12/07/13. 17

MIT Technology Review, 2010. Microsoft Adds Augmented Reality to Bing Maps. http://www.technologyreview.com/view/417475/microsoft-adds-augmented-reality-to-bing-maps/ 18

Bing. 2013. Maps Blog. Augmented Reality with Bing Maps in a Windows Store App. 19

comScore, 2013. 20

Foursquare for Business, Available at: http://business.foursquare.com/listing/.

Figure 6 – Bing Maps, ‘Streetside Photos’ App Screenshot, Space Needle, Seattle. Accessed 10/07/13. Source: Microsoft Bing

Figure 7 – Foursquare Search Coffee Shop. Source: Foursquare

Augmented Reality Search July 2013

7 Copyright SMG (2013)

Augmented Reality. Noun. An articifical

environment created through a

combination of real-world and

computer generated data’

(Collins English Dictionary, 2013)

Figure 9 – ARQuake. Thomas, Close, Donoghue, Squires, Bondi and Piekarski. 2001

5.0 Augmented Reality

‘Paving the way for an Immersive Search Experience’

Sensorama

Cinematographer Morton Heilig developed a

‘motorcycle simulator’ called Sensorama which

utilised multimodal technology which was

designed to engage all of the senses; the

machine ‘blew wind at you, vibrated the seat you

sat on, played sounds and projected a form of a

stereoscopic 3D environment to the front and

sides of your head’1. Whilst Augmented Reality

applications don’t affect the senses in such a

manner and don’t require head gear similar to

Daft Punk, this concept isn’t far from today’s

range of applications which layer virtual data tags

onto reality to enhance the search experience!

The term ‘Augmented Reality’ was first used in

1990 by Thomas Caudell at Boeing who designed a

display for aircraft workers that ‘blended virtual

graphics into a physical reality’1.

1968

Thomas Caudell

1990

ARQuake

Whilst the concept hasn’t changed the technology

definitely has. In 1999 the Wearable Computer Lab,

produced ARQuake regarded as one of the first

Augmented Reality games. As the name of the

institute suggests the technology was ‘wearable’

(whilst impractical) via their ‘Tinmith’ ‘context-

aware wearable computer system’. The game was

pioneering for the time and ‘overlaid computer-

generated information by means of see-through

head-mounted displays.’1

ARQuake

signified the

transition of

Augmented

Reality

technology from

the world of

science to the

consumer.

1999

Mobile Apps

A host of Augmented Reality applications applied

similar theories pioneered by Caudell, Heilig and

the Wearable Computer Lab. Applications

including Wikitude, a composite AR search

application designed by Mobilizy, and arguably

the first to make an impact, led the way as

Augmented Reality became a feature for the

masses, not just for the laboratory.

2008

Figure 8 – Sensorama. Source: Fabiofon.com

Augmented Reality Search July 2013

8 Copyright SMG (2013)

Figure 11 – Wikitude, Selection of Screenshots. Source: Travelfreak.com

Today, the market is still in its infancy with only a select few

applications utilising the technology. However, there is

increasing use of such applications and as ‘databases of rich

information grow, and the speed and ease of connections to

them rise, this field is really going to come alive’. It’s

paramount that businesses and Search Marketing Agencies

plan ahead for the Augmented Reality revolution.

5.1 Augmented Reality for the Masses

Search Engine Land reacted to the rise in Augmented Reality

by exclaiming that the concept of ‘search’ will be drastically

altered by innovations in the mobile marketplace21 and

therefore Augmented Reality will change how we perceive

search functionality in the future. The development of new

and unconventional locative search has changed the way we

search, it’s essential that we understand the current crop of

Augmented Reality applications to gain an insight into how

to optimise effectively for them. However it must be noted

that Augmented Reality technology has also had an increased presence in the Healthcare, Tourism and Construction

industries alongside Mobile Gaming such as Google’s recent Augmented Reality Game ‘Ingress’ which has gained a

‘cult following’22.

5.2 Augmented Reality Search Applications in 2013

5.3 Wikitude

With a host of awards under its belt, Wikitude has

been labelled as ‘creators of the world’s first mobile

Augmented Reality platform’ and developed the

‘internationally renowned Wikitude World Browser’.

The browser engages users with the physical world

around them and a variety of different searchable

layers (or Wikitide ‘worlds’) including Yelp,

Instagram, Tripadvisor and Last.fm. It also allows

users to select categories that group these databases

together such as ‘Restaurants’ and ‘Going Out’ in a

similar vein to Google’s recent Maps update.

Customers are able to bookmark their favourite or frequently used ‘worlds’ to have quick access to when out and

about. Whilst full search from an engine such as Google hasn’t found itself to Wikitude, it continues to embrace

sources that overlay detailed categorised results. Listing on these platforms is essential for businesses if they want to

be found by the ‘Avid Local Search User’ defined by the Immr Local Search Study as ‘frequent searchers’ of which 9

out of 10 have used a mobile shopping app in the last 30 days23.

21

Search Engine Land, Available at: http://searchengineland.com/augmented-reality-is-also-a-form-of-search-23859. Accessed 14/07/13. 22

BGR, 2013. Google’s Augmented reality Game inspires players to duel one another in ‘Braveheart paint’. Available at: http://bgr.com/2013/03/29/google-ingress-cult-following-403790/. Accessed on 18/07/13. 23

Immr.org, 2013. Local Search Study, 2013. Available at: http://img2.yp.com/radiant/radiant_assets_49232_YP_StreetFight_Local_Search_Report.pdf .

As databases of rich information grow

and the speed of connections to them

rise, this field is really going to come

alive’

(Pocket-lint.com, 2010)

Figure 10 – Google Ingress, Selection of Screenshots. Source: NianticLabs@Google

Augmented Reality Search July 2013

9 Copyright SMG (2013)

5.4 Interview: Andy Gstoll, CMO at Wikitude

What features of Wikitude are used most frequently? Have you seen a difference between

those finding results via different views on the application i.e. Map View vs Augmented

Reality? ‘The Augmented Reality is the default view in Wikitude and as a result we see

approximately 50% of searches made through this. Another 25% is generated through both

‘List’ and ‘Map’ view respectively. You can switch between these views at any given time;

you are also able to change the default mode to suit your needs.’

How frequently do people search for local businesses when on the move? Is there an optimum distance that people are

willing to travel to find the best result?

Search on Wikitude is possible in two ways by discovering via

browsing 360 (AR) and conducting a specific search. We do not have

analysis on the optimum distance users search from, however users

can choose between the nearest 50 or 30 POIs (Points of Interest) in

the settings dependent on how they configure the application.

What would you say are the benefits for customers searching via AR

compared to other locative search applications such as Foursquare?

We are eliminating the hurdle of abstraction! Your brain does not

need to switch between abstract LBS (Location Based Service)

content and the real world, because you see the results right on the real world itself instead of on a list or map!

What can businesses do to optimise well for Augmented Reality applications such as Wikitude?

Firstly it’s key that you provide all details for the data fields so that customers can find your business at a basic level.

It’s important to join all of the existing content providers, i.e. joining Yelp. However if a business wants to stand out

they need to come up with more. It’s great to offer interactive experiences and not provide just the standard POI.

There needs leverage from the whole technology stack alongside offering coupons, special offers, and gamification

elements to the AR campaign.

What is the future of AR Search looking like? What’s in store for Wikitude?

That’s a BIG question! Our goal is of course that you can search and find anything, anyone and any place and time -

the true augmented world! Different devices will play a role, especially Smartphones and AR eyewear. As well as

different UIs, meaning different ways of inputting your search: voice, text, gestures will become more prominent in

AR. In terms of Wikitude, we have a number of deals lined up, which will again increase our user base significantly and

more content is being added every day.

Figure 12 – Wikitude, CMO Andy Gstoll.

‘We are eliminating the hurdle of

abstraction. Your brain doesn’t

need to switch between LBS

content and the real world,

because you see the results right

on the real world yourself’

(Andy Gstoll, Wikitude)

Augmented Reality Search July 2013

10 Copyright SMG (2013)

5.5 Acrossair

Acrossair is an application heralded as the future of AR Search and allows a greater level of

customisation than its contemporaries. Most importantly Acrossair integrates a variety of

platforms into its browser signalling the future possibilities of Augmented Reality Search. It

encompasses Google Local, Social Media, Foursquare’s Business listings, Bing, Yelp and

even eBay – which overlays listings dependent on the items location! This takes the

Augmented Reality Search experience to a new level, a standard which could see

Augmented Reality take a huge leap into making Local Search a truly immersive

experience.

Consumers are able to search for businesses around them using any of the search

platforms and are able to see the results in map view (whilst holding the phone

horizontally) or in Augmented Reality (whilst holding the phone vertically). This allows

users to make detailed and tailored searches. With such composite Augmented Reality

platforms it’s imperative that businesses understand the importance in promoting themselves in a variety of Local

Search Directories. However it must be noted, optimising for Acrossair will only appeal to those with Apple iOS devices

as the application isn’t available for Android currently.

5.6 Interview: Chetan Damani, Co-founder of Acrossair

What types of searches are accomplished most frequently via the application?

In terms of keyword searches, this varies hugely. Most often though it seems

people are looking for specific addresses and roads. So they may be using the

map to find roughly where they want to be, then use Augmented Reality to get

their bearings a little more.

What can businesses do to optimise well for Augmented Reality applications such as Acrossair?

We have built a fairly open structure, all we need is access to an API and it takes a few days to include them in to our

application.

What is the future of Augmented Reality as a form of search?

I think the biggest issue is the accuracy of the data we receive from the API's. As this improves I think the applications

will improve. People really want to use it to pin-point locations rather than just give a rough location.

What does the future hold for Acrossair?

We are really taking a wait and see approach, we are not giving up on

AR I just think we need more accuracy, and more computing power to

progress. Similar to many new technologies, there is a market for it, just

not yet.

Will you be wearing Google Glass?

I will be trying Google glass, but I can't see myself wearing it on a daily

basis!

Figure 13 –Acrossair Homepage. Source: Acrossair

‘Similar to many new

technologies, there is a

market for it, just not yet.’

(Chetan Damani, Acrossair)

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5.7 Nokia City Lens

Nokia City Lens is the most recent and high

profile Augmented Reality Search release.

Released in May 2013 Nokia City Lens

encourages users to ‘explore’ their

surroundings in order to spend less time

searching and more time in the ‘real world’24.

In a similar fashion to Acrossair and Wikitude,

the application reveals search results overlaid

on top of a camera view. Nokia City Lens

integrates Foursquare’s listings and its own

offerings ‘Here’ and ‘Prime Places’. In order for

businesses to effectively show in these

searches they need to sign up with ‘Here’, a

partnership between Nokia Maps and NAVTEQ and ‘Prime Places’, Nokia’s business listing service (which subsequently

places the business on Bing Maps also)25.

Nokia City Lens is an important application, this is the first time a major Smartphone manufacturer has integrated

Augmented Reality Search into a handset as standard.

5.8 Layar

Layar has been widely documented by marketers and

Search Analysts as a key player in the Augmented

Reality industry. Whilst the company have taken a

route down printed and magazine AR in the last year,

it still supports a sophisticated Augmented Reality

browser which won it a lot of fans originally. The

magazine AR provided by Layar allows users to ‘Bring

Print to Life’26 by using the browser to interact with

print content.

Mirroring the efforts of Acrossair and Wikitude by

categorising searches, Layar differentiates itself by opening up their API to allow a host of developers to create their

own ‘layers’ which can be accessed by the Layar community on the Smartphone application.

24

Nokia, 2013. Nokia City Lens for Nokia Lumina: Augmented Reality Browser. Available as Video at: http://www.youtube.com/watch?v=vMdNtVqYJIw. Accessed on 15/07/13. 25 Nokia, 2013. Prime Places. Available at: http://here.com/primeplaces/. 26

Layar, 2013. Available at: Layar.com. Accessed 18/07/13.

Figure 14 – Nokia City Lens. Source: Nokia Beta Labs

Figure 15 – Layar Advert Source: Ma-idesign.co.uk, 2011

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6.1 Importance to Business

Smartphone use is becoming ubiquitous with the UK consumer. However, how important

do businesses feel the mobile internet is to driving sales to their business?

The Search Marketing Review 2013 (SMR13) published by the team at the Search Marketing

Group (SMG) received acclaim from Moz, an industry respected independent and publicly

available global online source for Search Marketing content. The SMR13 highlighted that

64.5% of UK companies believed it was either ‘Important’ or ‘Very Important’ that

themselves or their agency work in accordance with mobile device use to maximise Search

Marketing results and conversions27. Therefore businesses are placing greater emphasis on

the impact technology will play in the future of their marketing.

6.2 Get Listed!

The most important discovery from this research is the variety of alternative ways to list local businesses online which

are used by Augmented Reality Browsers. There are a number of key sites which populate Augmented Reality search,

all of which offer businesses the ability to either list their business in their database or claim a listing which had

already been generated for them by users. It’s crucial that businesses claim these often ‘free’ listings online and input

all available data about their business such as opening times, location and product offering into the fields provided.

Otherwise your business will not show up in AR Searches. It’s not just important to list your business on Google Places,

it’s now vital to list your business for as many recommendation, Local Search and Smartphone applications as

possible. Below is a selection of important sites to list on today to tap into the Augmented Reality revolution.

Alternatively for US Businesses, it is possible to view if your site has

been logged on any of the major content providers (above) by using

the recently Moz acquired Get Listed (Left). The service allows you

to ensure that all business contact details are consistent across all

platforms as this could count against the listing28. Businesses can

also compare their own local citations to competitors by using

applications such as Whitespark’s ‘Citation Finder’ which is also

free29.

27

SMR13, Search Marketing Group 2013. Available at: Searchmarketinggroup.co.uk. Accessed on 09/07/13. 28

Search Engine People, 2013. 5 essential Local SEO tools for marketing a small business online. Available at: http://www.searchenginepeople.com/blog/5-essential-local-seo-tools-for-marketing-a-small-business-online.html. Accessed 16/07/13. 29

Whitespark. 2013. https://www.whitespark.ca/local-citation-finder/.

6.0 Business for Augmented Reality

‘SEO practices and business for Augmented Reality’

1. Google Places 6. Bing Places 11. CitySearch

2. Yelp 7. Yahoo Localworks 12. Tapalo

3. Foursquare 8. Tripadvisor

4. Yellow Pages 9. Localeze

5. Nokia Prime Places 10. Yext

Figure 16 - Whitespark Citation Finder Source: Search Engine People

Augmented Reality Search July 2013

13 Copyright SMG (2013)

6.3 Local Search Optimisation for Augmented Reality Browsers

In this paper we have explored a host of Local Search applications such as Foursquare alongside Local Search listings

from Search Engines that provide the search backbone for a number of Augmented Reality Browsers. In order for

businesses to appear clearly for a range of services, tailored Local Search optimisation is necessary.

6.3.1 Sitemap

Include an accurate website site map to encourage

Search Engines such as Google to index your site well and

show up in local searches effectively. You can also

develop a Geo Sitemap which confirms both your

location and intention for Local Search to Google30. Such

Sitemaps can be generated online through Geo Sitemap

tools such as Geo Sitemap Generator (left) and added to

businesses through Webmaster Tools.

6.3.2 Local Content

‘Local Relevance’ is becoming increasingly important and therefore fresh content optimised for the businesses

location and stores will have an increasing influence in your place in AR Search and how prominently your listing is

placed on top of reality31. This can be achieved by writing link-bait content including blog posts, info graphics and

articles that reference your location frequently alongside geotagged images from sites such as Flickr or Instagram

which provide users with a better experience when they use AR. For those businesses that operate from multiple

locations it is also important to include location-specific pages in your website for each location you wish customers to

find via Augmented Reality Search.

6.3.3 Contact Details

Most websites will hold contact details on a dedicated page

however it is important to have details including address and

telephone number on every page. It is also vital to have these

details formatted as text and not as part of an image for users to locate your business via Augmented Reality and for

those conducting Local Search to see these details within results. See example (above) which includes the location of

both business locations as raw text. It will also help to have locally informed Title Tags and Meta Descriptions.

6.4 Social Media Engagement

Throughout the search applications explored, it’s evident that data is pooled from a variety of sources which provide

recommendations, ‘check-in’s’ and other social media content. For example Foursquare offers Facebook integration

to let others know what they have discovered or check in on Foursquare directly. The browser provides reviews of

businesses in SERPs from their users. Other Augmented Reality browsers let user’s complete similar tasks and provide

a variety of Ratings and Recommendations from a variety of services such as Yelp or Facebook. Aside from this many

Augmented Reality Browsers display results mined from social networks, therefore businesses need to ensure that

contact details are up to date and accurate.

30

Quicksprout.com, 2013. How to optimize your business for local search and social marketing. Available at: http://www.quicksprout.com/2012/03/26/how-to-optimize-your-business-for-local-search-and-social-marketing/. Accessed 19/07/13. 31 Search Engine Watch, 2013. Augmented Reality and SEO: Search in an Annotated World. Available at: http://searchenginewatch.com/article/2279337/Augmented-Reality-SEO-Search-in-an-Annotated-World. Accessed 16/07/13.

Figure 17 – Geo Sitemap Generator Source: Quicksprout.com

Figure 18 – SMG Website showing contact details. Source: searchmarketinggroup.co.uk

Augmented Reality Search July 2013

14 Copyright SMG (2013)

6.4.1 Facebook

Alongside the roll-out of Facebook’s new and improved ‘Graph Search’, users are increasingly finding local businesses

through the Medium of Facebook. However, in terms of AR Search, guaranteeing accurate information about your

business is integrated in the Facebook Business Listing will ensure that browsers that mine Facebook for information

will include your business in the overlaid results. Your ability to engage with those in your social network, e.g. likes,

mentions and retweets will change your ranking in each location as Google looks at your social media engagement32 –

having a dormant, uninteresting page doesn’t help! Socialmediatoday.com also recommends running a ‘Check-In Deal’

to boost fans and encourage engagement thus promote your business33.

6.4.2 Google+

Aside from listing your business with Google Business Listings, it’s key to have a well formatted and informed Google+

Local Listing in order to rank in Google’s Local Search engine, Google+ Local adds a social layer to Local Search. It’s

clear that Google are taking advanced steps in the Augmented Reality industry and therefore any browser such as

Acrossair that uses data from Google to populate its search layer will provide results based on Google’s algorithm in

respect to Google+ as well as Google Places. A well-formed Google+ Local Page allows Google to display things

including business hours which can be rendered easily in Augmented Reality browsing. With its already successful

‘Google Street View’ option and fully integrated Local Search database, it’s only a matter of time before the company

combine the two to create an Augmented Reality Search Application.

6.4.3 Twitter

Having a frequently updated Twitter account with geotagged tweets including photos will hypothetically improve the

businesses local authority that it operates within. If the tweets and metadata attributed to this social media appears

on the business website or Google Places page then it will confirm location to both AR Browsers and customers whilst

improving the aesthetic appearance of the search.

6.5 Google’s Holy Trinity: Relevance, Prominence and Distance

It’s important to understand how Google ranks its local listings. Whilst

distance won’t play a major part in the results as users will determine

the parameters of their Augmented Reality searches, both metrics of

Relevance and Prominence may have an effect on how your business will

show on AR Browsers. Relevance includes a range of factors including

ensuring Business Name, Keyword Phrase and Business Description is

consistent on a variety of platforms from a company’s website to their

Google+ Local listing34. Prominence includes Social Media Engagement,

local authority, Reviews and Ratings, PageRank and Citations.

32

Search Engine Journal, 2012. Ways social media impacts SEO. Available at: http://www.searchenginejournal.com/ways-social-media-impacts-seo/48671/. Accessed 16/07/13. 33

Social Media Today, 2013. 5 Ways to Optimise your Business for Local Search. Available at: http://socialmediatoday.com/chris-horton/1329286/5-ways-optimize-your-business-local-search 34

SEM Clubhouse, 2011. Google Local Search Ranking Keys: Relevance, Prominance and Distance. Available at: http://www.semclubhouse.com/google-local-search-ranking-keys-relevance-prominence-distance/. Accessed 17/07/13.

Figure 19 – Google’s 3 Key Metrics. Source: Direct Online Marketing 2010.

Augmented Reality Search July 2013

15 Copyright SMG (2013)

6.6 User Generated AR Data

Much of the AR Search experience is accredited to people using review websites and social media to discuss their

experiences of specific businesses for others who discover the business to digest. Whilst this may encourage a host of

positive and negative reviews which should be used to your advantage. Encourage users to leave reviews in return for

discounts and offers, not only will this make your business look increasingly popular but will encourage users to leave

positive reviews. It will be important to police these reviews before any with negative connotations escalate35.

6.7 Images and Tags

Images are expected to be a key way of differentiating those who have optimised for Augmented Reality and those

who have a basic Local Search presence. By tagging photo’s with locations attributed to your business the chance of

the user receiving an attractive listing in their browser is heightened.

6.8 Thinking Outside the Box

Taking insight from an Interview with Wikitude CMO Andy Gstoll, it’s apparent

that by offering customers interesting offers via Augmented Reality browsers

and integrating gaming elements, even releasing your own AR App from

providers such as 7Scenes and Layar – by thinking outside the box, AR can

become not just a tool for Local Search but build brand loyalty and

engagement. This is most likely to be done by working with a third party as in

Domino’s case (right) who designed advertising to appear 3D in augmented

reality browsers.

6.9 Taking AR Seriously

If you are a local business it’s imperative to take the rise of Augmented Reality and Local Search seriously. Local

businesses in the Leisure, Retail, Hospitality, Fashion and Consumer Goods industries alongside Food outlets,

Restaurants and National Chains need to prepare for the Local AR revolution. As outlined in all sections of this report

consumers are using their phones more regularly to search for local businesses and increasingly technology has

allowed consumers to accomplish these tasks through AR Browsers. Whilst ROI is currently disputed and described as

‘elusive’36, many of the techniques outlined in this section cost very little. However, the time spent optimising for such

services will arguably reduce the ROI. Nevertheless, following the steps outlined will put businesses in great stead for

the rise of Local Search. It’s time to get ahead of the field and prepare for AR.

35

Social Media Today, 2013. 5 Ways to Optimise your Business for Local Search. Available at: http://socialmediatoday.com/chris-horton/1329286/5-ways-optimize-your-business-local-search. 36

Search Engine Watch, 2013. Augmented Reality in an Annotated World. Available at http://searchenginewatch.com/article/2279337/Augmented-Reality-SEO-Search-in-an-Annotated-World. Accessed 19/07/13.

Figure 20 – Domino’s Augmneted Reality Billboards Source: The Drum

Augmented Reality Search July 2013

16 Copyright SMG (2013)

7.1 Google Glass

Very few products in the world of technology have divided

opinion as much as Project Glass, Google’s ‘AR’ Glasses

device (available later this year). Some analysts have

signalled that Glass ‘promises to reshape our relationship

with the online world’37 echoing Search Engine Watch who

highlighted that ‘There is so much potential for Google

Glass that it's hard to get our head around all the

possibilities’38. Others are far more sceptical about such an

extreme form of wearable computing. Many have argued

that the camera, which sends live video directly to the

cloud, could be a surveillance tool and invades privacy to

those who believe that the project is ahead of its time

labelling it the next Apple Newton39.

Speaking at TED2013, Sergey Brin described the motivation

behind Glass as a long term vision since co-founding

Google so that users would be given information when and

where they need it without the need to search. Brin

outlined that the use of the Smartphone was ‘unnatural’ and that Glass would allow users to spend less time looking

at a ‘featureless glass device40’. The vision is to truly integrate search into everyday life using local search overlaid

onto the real world via voice recognition.

Whilst Google claim that it hasn’t got any wider plans for marketing as they are ‘more interested in making the

hardware available, [than advertising on it]’ realistically if uptake in Glass is widespread, businesses will need to

investigate the best way of optimising for Glass’ Local Search functionality. However, Layar’s R&D lead Ronald van der

Lingen, argues that Glass is nothing more than a gadget which doesn’t embrace true ‘Augmented Reality’. This is due

to the camera on glass displaying parallel images of what the user see’s in the screen which you need to look

‘upwards’ to see; ‘The problem is that the display of Google Glass is just a small screen in the corner of your eye, that

you specifically have to look at by looking up. It is not completely immersive like what you would need for a true AR

device.’41 Looking at what developers such as Layar have made of the OS, app development currently isn’t the way

forward for Augmented Reality Search on Glass; therefore it will be solely what Google prefers in terms of Search

Optimisation.

37

BBC, 2013. Google Glass. Cool or Creepy? Available at: http://www.bbc.co.uk/news/technology-22538854. Acessed 16/07/13. 38

Search Engine Watch, 2013. How Will Google Glass Change Internet Marketing? Available at: http://searchenginewatch.com/article/2261321/How-Will-Google-Glass-Change-Internet-Marketing. Accessed on 16/07/13. 39

Quartz, 2013. Google Glass will be the next Apple Newton. Available at: http://qz.com/61145/google-glass-will-be-the-next-apple-newton/. Accessed 16/07/13. 40

TED, Sergey Brin: Why Google Glass? Available as video at: http://www.ted.com/talks/sergey_brin_why_google_glass.html. Accessed 16/07/13. 41

Layar. 2013. Layar on Google Glass: It’s not Augmented Reality. Available at: http://www.layar.com/blog/2013/06/25/layar-on-google-glass/. Accessed 14/07/13.

Figure 21 – (Top) Google Glass Hardware. (Bottom) View from user’s perspective. Source: Google

7.0 Future of Augmented Reality

‘A Glass half full’

Augmented Reality Search July 2013

17 Copyright SMG (2013)

7.2 Third Party Partnerships

A key trend seen throughout this paper has been the partnerships between Augmented Search providers such as

Nokia, Wikitude and Acrossair with large international brands. For example, when using the Acrossair UI, key

partnerships are seen amongst the AR layers on offer from Nescafe, Stella Artois and Becks. However, these

partnerships are due to larger marketing budgets leading large conglomerates to engage with Augmented Reality, as

Augmented Reality Search becomes more common place smaller businesses will be able to engage with the

technology without third parties. These partnerships are not limited between app developers and consumer brands;

there has also been a flurry of partnerships between technology companies, for example Foursquare partnered with

Nokia City Lens. Therefore it is to be expected that large hardware companies will enlist the services and expertise of

companies such as Wikitude in integrating the technology fully into future Smartphones.

7.3 4G Rollout

Ofcom claim that almost the whole UK population will be able to receive 4G mobile services by the end of 2017 at the

latest’42 and currently EE have rolled coverage out to 50 UK towns and cities reaching approximately 50% of the

population43. The 4G rollout will enable users to search more efficiently as mobile internet speeds increase from an

UK average of 2.6 mps44 to a lightning 12 – 15 mps45. This will have profound effects on the user experience of

Augmented Reality Search as results will be quickly overlaid onto the world in front of you.

7.4 Large Scale AR Integration

Many of the large Internet companies including Google, Bing and Foursquare have made moves towards integrating

Augmented Reality into their current product offering. From Google launching Glass, Bing testing Augmented Reality

in its mapping interface or Foursquare partnering with Nokia City Lens, it’s clear that many large developers have

Augmented Reality search in their pipeline. Arguably it will be moves from players such as these that will make

Augmented Reality an option for the masses.

42

Ofcom. 2013. Ofcom Announces winners of the 4G Mobile Auction. 43

TechRadar, 2013. Half the UK now has 4G coverage as EE’s roll out hits another 13 cities. 44

Guardian. 2012. Mobile phone, connection speed survey. Available at: http://www.guardian.co.uk/technology/2012/nov/19/mobile-phone-connection-speed-survey. Accessed on 16/07/13. 45

Everything Everywhere, 2013. Hello 4GEE. Available at: http://explore.ee.co.uk/hello-4GEE. Accessed 15/07/13.

Augmented Reality Search July 2013

18 Copyright SMG (2013)

This paper has outlined the rise of Augmented Reality Search as Smartphone usage becomes widespread and a

number of Search Engine’s integrate new technologies into their platforms. Today’s search world is increasingly

geared towards Local Search which provides the backbone technology and data for a host of current generation

Augmented Reality Browsers.

Augmented Reality Search is still in its infancy with a crop of

innovative Augmented Reality Browsers currently enthusing users

worldwide including Acrossair and Wikitude. However with interest

in Augmented Reality from big players such as Google and Bing, the

future will offer mass consumers this new search experience.

Therefore it’s key that businesses register their local information

with a variety of Local Search tools alongside the large Search

Provider’s local listing services to ensure they are found by users

who use Local Search Applications. By engaging with Local Search

practices, businesses can future proof themselves for the future of

Augmented Reality Search as companies such as Nokia and Google

sight Augmented Reality as the future of online exploration.

Augmented reality is expected to play a key part in the Search

Marketing of the future as optimising businesses for this new crop of applications will prove to be essential as

improvements of internet speeds facilitate AR Search. However it must be noted that Augmented Reality Search is

still in its infancy and as Chetan Damani from Acrossair highlighted there needs to be an improvement in the

applications and browsers that serve the industry alongside technological advances in the Smartphone market.

‘That’s just the very tip of the

location-based AR iceberg – most

of the delightful, freaky, cleaver

ways the system will be used

probably can’t be imagined yet,

just as no one could’ve imagined

Instagram’s existence at the dawn

of the Net’

(Fastcompany.com, 2013)

8.0 Conclusion

Augmented Reality Search July 2013

19 Copyright SMG (2013)

The Search Marketing group has been trading for five years and is a

UK based search agency. We are a Google Adwords certified partner

and employ Google Analytics qualified individuals. We focus primarily

on Search Engine Marketing (SEM) and Search Engine Optimisation

(SEO) including, although not limited to, organic ranking development,

Pay per Click campaigns and premium web development. We also

engage heavily with detailed analytics and conversion rate

optimisation and of course social media development and content creation. If you would like to contact SMG for further

information please visit:

www.searchmarketinggroup.co.uk/contact-us or call 01229 484290

9.0 Search Marketing Group (SMG)

Augmented Reality Search July 2013

20 Copyright SMG (2013)

Title Image and Heading Banner - Cosmos – Available at: http://shawnhunter.com/its-about-the-impact-not-the-app/.

Figure 1 – Acrossair. 2013. Yelp Layer. Accrossair.com

Figure 2 – Minority Report Poster. Available at: http://cinemaandpopcorn.blogspot.co.uk/2011/08/best-of-2002.html.

Figure 3 – Docstoc, 2013. Personal Navigation Phone. Available at: http://www.docstoc.com/docs/95228476/Personal-Navigation-Phone.

Accessed 17/7/13.

Figure 4- BBC 2007 – Apple’s ‘Magical’ iPhone Revealed. Available at: http://news.bbc.co.uk/1/hi/technology/6246063.stm. Accessed 14/07/13.

Figure 5- Google/Ipsos 2012. Graph showing popular places where Smartphones are used. Source: Google: Our Mobile Planet - Google/Ipsos OTX MediaCT, US, May 2012.

Figure 6 – Bing 2013. Bing Maps. http://www.bing.com/maps/

Figure 7 – Gigaom, 2012. Foursquare Launching Local Search engine, for everyone not just registered users. Available at:

http://gigaom.com/2012/10/15/foursquare-launching-local-search-engine-for-everyone-not-just-registered-users/.

Figure 8 – Sensorama. Source: Fabiofon.com. Available at: http://www.fabiofon.com/webartenobrasil/img_textos/sensorama_dispositivos.jpg

Figure 9 - First Person Indoor/outdoor Augmented Reality Application: ARQuake. Thomas, Close, Donoghue, Squires, Bondi and Piekarski. 2001.

Available at http://www.tinmith.net/papers/thomas-puc-2002.pdf/.

Figure 10 – NitrucLabs@Google. Google Ingress. Selection of Screenshots from gameplay.

Figure 11- Travelfreak.com, 2013. Go Explore with Wikitude Augmented Reality Browser. Available at:

http://www.travelfreak.com/2013/01/17/go-explore-with-wikitude-augmented-reality-browser/.

Figure 12- Figure 18 – Wikitude, CMO Andy Gstoll.

Figure 13 - Figure 19 –Acrossair Homepage. Source: Acrossair

Figure 14 - Nokia, 2013. Nokia City Lens for Windows Phone - http://betalabs.nokia.com/trials/nokia-city-lens-for-windows-phone

Figure 15-. Ma-idesign.co.uk, 2011. Layar Advertisement. Available at: http://www.ma-idesign.co.uk/wp-content/uploads/2011/10/layar.jpg.

Figure 16 – Search Engine People. 2013. Whitespark Citation Finder.

Figure 17 - Geo Sitemap Generator Source: Quicksprout.com. Available at http://www.quicksprout.com/2012/03/26/how-to-optimize-your-

business-for-local-search-and-social-marketing/

Figure 18 - SMG Website showing contact details. Source: searchmarketinggroup.co.uk

Figure 19 - Google’s 3 Key Metrics. Source: Direct Online Marketing 2010. Available at: http://www.directom.com/internet-marketing-blog/googlelocalrankingfactors_1121.html.

Figure 20 – The Drum, 2011. Augmented Reality Posters Promote Dominos. Available at:

http://www.thedrum.com/news/2011/12/30/augmented-reality-posters-promote-domino%E2%80%99s-deals

Figure 21 – Forbes, 2013. Google Glass Image - http://www.forbes.com/pictures/fgjj45emjj/google-glass-2/

10.0 Figures