This GIS Tutorial walks through how to customize the ArcGIS Online basemap through web map services and explores web map services as a handy way to add supportive GIS data to your projects. Data referenced is from Data.gov.
Layers used in the tutorial include:
http://maps3.arcgisonline.com/ArcGIS/...
http://catalog.data.gov/dataset/usgs-...
http://csc.noaa.gov/arcgis/services/M...