Google’s increasing emphasis this year on its “ Rich Snippets ” program (an observation obtained directly from one of their Client Account Managers) should encourage businesses, and especially local vendors and eCommerce merchants, to start using additional “semantic markup” for their HTML. “Semantic markup” is additional tagging (or labels) using structured data that are added to help parsers and programs that read your webpage to understand truly what specific content areas or fragments are about. Google currently supports labels about reviews, people profiles, products, business listings, recipes, and events. The labels are invisible to users, but not to search engines. For example, a local business that states it’s located at “123 Reston Drive, Florida City, California” – might drive search engines or 3rd-party location apps a little nutty trying to figure out where it is. Likewise, a single product page may have testimonial content associated with both the product, and the compa...