There are two Google services that have become extremely powerful within the last 12 months. They are Google Maps and Google Local, and over the past year they have been blended into a new search result for your business name.

The effort is called Google Universal search, and what it means is that now, along with traditional documents, other types of media will be awaiting your next Google search. Other types of media like big, fat maps.

Maps big enough to dominate positions 1, 2 and 3 on the results page. Maps so big that if you can find a way to get 2 of them to show up for the same result the whole page is practically yours.

So, about Google Maps. The service is not the leader in the overall maps & driving directions realm, but things are getting interesting. In February of this year of 2007, Google Maps ranked 3rd in usage to MapQuest and Yahoo Maps according to compete.com.

Still, in typical Google fashion, the feature launches are exciting thought exercises about the future. The latest announcement? Google at the gas pump. Need directions? It is OK friend, you are at the Goo Station.

I read a lot of blog reactions to this announcement that were ill spirited. “Get out of my way, lady at the pump using Google.” I see a huge advertising opportunity for service stations, towing & wrecker services, dealerships and restaraunts.

Right now you can easily take over your business name in Google by creating a Google Local business listing.

Here’s what it looks like when you have one:

Searching for a business name that matches a Google Local business listing inserts the Google Map that no one can avoid looking at first. Can you imagine two of them on one page?

Google Universal search will also embed links below search results that pop-up to maps on web pages it believes are optimal for the business, setting up the double bang:

For searches that match more than one business, all 3 of the results may be plotted on the same map. Almost as if they are competing only with each other, a “More results near Atlanta, GA” link will whisk searchers directly to Google Maps before they can even glance at the fourth result.

Today, search engines like Google fight over how default engines are set within web browsing software like Internet Explorer. Search engine people gossip about whether Google’s multi-million dollar donation to the FireFox web browser “bought” the default search engine spot. How long before the battle starts to be the default in all Toyotas shipped to America?

Mapping services will continue to evolve and present new advertising opportunities. The Pennsylvania Turnpike website has a Travel Conditions Map that blows Google out of the water. Colors label traffic speeds and there are icons for accidents, construction zones and service plazas, even streaming audio traffic alerts!

Google Maps started color coding traffic speeds for major cities earlier this year, but the service has a lot of ground to cover before it becomes the 800lb mapping service. Right now, the real power is its influence on web searches for your business name.