Virtual worlds such as Second Life haven't escaped the attention of the folks at Google. According to widespread speculation, the search giant may be looking to start its own virtual world.

In a recent TechCrunch story, the blog reported that Google was busy at work testing its virtual world in secret at Arizona State University. At the same time, eMarketer has issued a report saying Google is "planning enhancements to Google Earth to let users connect virtually with one another."

"We're always looking for new ways to help our users connect with each other, share information, and express themselves, but we don't have any new details to share at this time," a Google spokesman told CNET News.

If it's true that Google is working on a virtual world, it will have to work hard to overcome Second Life's strong lead. However, many believe Google, which purchased do-it-yourself 3D software-maker Sketchup, may have the overall advantage in terms of technology.