I really like using Rich Snippets. They're cool. If you've never implemented any kind of structured data make sure to use Google's rich snippet testing tool just to make sure it displays properly.
Implementing rich snippets for local SEO is easy to do and can make a big difference when it comes to getting the click. Now having that searcher actually take action and call or visit the business. That's a whole different post. Needless to say it's important though just getting the click is step 1 of many. That's where the rich snippets come in.
Structured markup or rich snippets allows website owners to provide the search engines information about their website in a format the search engines can easily understand an push out to the SERPs.
Some useful markups for local business owners would be: NAP-name, address, phone and reviews from customers and a bonus would be a local business owner can include the stars in the SERPs.
I am sure you've seen these stars in the search results when searching around for a place to grab a bite to eat. Which result did you click on? The one with the stars showing a good rating I would bet. Having the presence of the stars not only draws the eye to the search listing but builds trust at the same time. Which leads to a higher click through rate to a businesses website. Awesome I know…
If your a business owner and your competitors aren't using rich snippets it could be an advantage over them even if your ranked lower.
If your looking for a easy way to implement rich snippets this is a great tool. Just put in your info and copy and paste to your website.
microdata generator
http://www.microdatagenerator.com/
Here an example Code for NAP from schema.org.
<div itemscope itemtype="http://schema.org/LocalBusiness">
<span itemprop="name">Business Name</span>
<div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
<span itemprop="streetAddress">Address</span>
<span itemprop="addressLocality">City</span>,
<span itemprop="addressRegion">State</span>
<span itemprop="postalCode">Zip</span>
</div>
Phone: <span itemprop="telephone">555-555-5555</span>
</div>
Here's a great article with more information about rich snippets as it pertains to local SEO and for all local ranking factors for that matter.
local SEO raining factors
http://www.davidmihm.com/local-search-ranking-factors.shtml
I also found this nifty little info graphic over at SEOmoz covering rich snippets for those graphically inclined folks out there. Not to mention it saves me from regurgitating information that's already out there.
Visual Guide to Rich Snippets on SEOmoz created by BlueGlass Interactive.
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