1. One or more computer storage media devices 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; identifying an location of a place of the image based on the comparisons performed using the plurality of different image analysis techniques; and assigning, to the image, location information associated with the identified location.