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Mapping new battleground for search engines

By Louisa Hearn
July 6, 2005 - 12:19PM

Planet Earth has become the new battleground for the world’s leading search engines and Google looks to have stolen an early lead.

The test version of the Google Earth satellite map that was quietly rolled out last week is an interactive tool designed to fly you “from space to street-level views to find geographic information and explore places around the world”.

Google Earth’s satellite’s eye view of Sydney

Although the first port of call for many curious Google Earth test pilots will be their own home (you can drill right down to individual dwellings in many major cities), the satellite mapping technology has not been developed for its novelty value alone. Indeed some believe it may reshape the online search terrain and deliver some very profitable business opportunities in the process.

Google says it hopes that multiple layers of local area data on housing, business listings, schooling and public transport will eventually be overlayed onto its maps by third-party websites building up their own services.

On this front, the work has already begun. Google Maps, the predecessor to its Earth mapping tool, last week officially opened up house to developers of commercial and non-commercial websites, inviting users to integrate Google Maps into their own websites.

While the service is free to consumers, Google retains the right to put advertising on the maps in the future.

According to Dr Robert Steele, a senior lecturer on computer systems at UTS, such location-based marketing is likely to have a large impact on future search engine revenues.

“They [Google] already have their adwords system but the secret will be to have tailored adverts appear when you are looking at a particular location,” he said.

Yahoo! also recently launched a similar mapping initiative to Google’s with its SmartView mapping technology, inviting designers to add content such as “weather reports, school district boundaries, open houses, garage sales or holiday photos”.

A few websites have already jumped the gun in their eagerness to embrace the technology. US site http://www.chicagocrime.org has built a downloadable database of crimes in Chicago using Google Maps technology at its core.

Property site housingmaps.com shows the availability of accommodation across a number of US and Canadian cities and another US site has combined Yahoo!’s traffic camera data with Google Maps to ease traffic flow nationwide.

Foad Fadaghi, internet analyst at Frost and Sullivan, said that, although still in its early stages, mapping technology could be a strong agent in the evolution of search technology.

“In combination with local search and mobile search offerings, mapping will become a powerful tool. It will be at its most useful once it can be provided over mobile devices. I think advertisers will be prepared to pay more for that kind of service in the future than the existing static links to web pages.”

Although Google and Yahoo! may now be leading the charge, they are not alone in their quest for a mapping search revolution.

Last month, msn released a beta version of a new local search service, allowing users to retrieve results from business, residential or local websites, sometimes accompanied by maps and aerial images.

It says it also has a new product in the pipeline called msn Virtual Earth, which will deliver “a deeply immersive local search experience, including the ability to layer multiple search results onto a single map, weather and traffic data, and even aerial photographs of some locations taken at a 45-degree angle from airplanes”.

Amazon.com’s A9.com internet search arm is taking an alternative approach. Its Block View service offers street views of millions of businesses and their surroundings in the US.

It captured the multitude of images using a fleet of trucks equipped with digital cameras and global positioning system receivers.

Sydney Morning Herald

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