Google has revealed its latest attempt to turn its in-house technologies into standards for the next generation web. This time, its Physical Web project aims to define how we search and interact with the internet of things (IoT), repeating the trick Google pulled off so convincingly in first generation web search. Physical Web is an experimental project and Google is opening up the code in the hope of creating a developer ecosystem and, in time, a de facto standard. A primary aim is to interact with connected objects without the need to install applications for each purpose. The mobile world is already shifting from downloaded, specific apps to more generalized web services, and the large numbers of gadgets which will…