If you care about where the future of search is heading, read every link in this post to get clarity on these issues.
1st up a VERY IMPORTANT quote from Eric Schmidt, the Executive Chairman of Google. Then below that some important links from Mike Blumenthal that directly relate to local and how all this markup stuff works and why it’s so very important to start using it.
Author Rank is more important than anything right now. Google CEO implies as such. You need your http://bit.ly/RichSnippet in place now so the content your create + curate + syndicate must be connected to your rel=author credentials so your Authorship rating improves.
You are the Brand