1. One or more computer storage media comprising computer-readable instructions that when executed, perform acts comprising: acquiring an image of a current location; iteratively comparing the image in a plurality of different formats with two or more previously stored images in corresponding formats to identify a subset of potential matches using a first of a plurality of different image analysis techniques, and to identify one or more matching images of the subset using a second of the plurality of different image analysis techniques, the two or more previously stored images include assigned location information; computing location information of a place in the acquired image using one or more estimation methods, wherein the one or more estimation methods comprise one or more location estimation methods utilizing one or more of global positioning systems and cellular network systems; and assigning to the one or more matching images a combination of the location information computed for the acquired image and the location information previously assigned to the one or more matching images.