Although this does not directly improve your search rankings, adding special semantic mark-up via rich snippets on your website can potentially improve the Click Through Rates (CTR) of your search result listing by highlighting certain information such as a photograph of yourself or testimonials from your customers with your search results.
By highlighting such information, you can gain more attention and attract more potential users to your site from the search results page, therefore improving the chance a user will click through from the search results to your website.
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