Microformats are a set of agreed upon HTML conventions used to describe content, and are used by every major search engine to define webpages. Microformats can give you more control of the snippets displayed in Google SERPs and help improve clickthrough of search results pages. After you implement these rich snippets, your site will have the opportunity to be listed and found in multiple formats.
Microformats will also appear in Google custom search and Google site search results.
Microformats for Businesses & Organizations
|geo||Specifies the geographical coordinates of the location. Includes two elements: latitude and longitude.|
|address (adr)||Location of your business -can contain the sub properties: street address, locality, region, postal-code, and country-name.|
|url||Link to a page on your business’s website.|
|name (fn/org)||Name of your business. Use both fn and org, and ensure that these have the same value.|
|tel||The telephone number of the business or organization. It is very important to include phone contacts on every website..|
Using microformats will help you create structured web pages and enable search engine spiders to categorize and rank your pages faster and with greater accuracy. Anything you can do to make Googlebot’s job easier will benefit your website.
An additional benefit is conversion rate improvement, as Google may display more relevant snippets in the SERPs which could increase relevant clickthroughs to your website.