It looks like Google is testing a new form of Rich Snippets within the search results. When searching for “theatre breaks” on Google you will see the second listing from Superbreak having some extra information within its listing.
Looking at how they have done this it appears to be marking up their content on the page using the HCard Rich Snippet available from Google.
The code that generates this rich snippet is the following
<a href="#content" id="skipNav">Skip Navigation</a>
<amso-bidi-font-weight:normal">fn org url" href="/" title="Book your short breaks & last minute holidays online with Superbreak, no.1 for travel deals and hotel accommodation">Superbreak Mini-Holidays</a>
<li><span class="callTxt">Call: </span><spanmso-bidi-font-weight:normal">tel title">0871 221 3344</span> <img src="http://img1.superbreak.net/content/images/icons/phone-help.gif" alt="Telephone information" title="Telephone information" /></li>
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<form action="/Search/QuickSearch" method="post">
<label for="quickSearchQuery">Find a Hotel:</label>
<option value="Hotel">Hotel Name</option>
<input id="quickSearchQuery" maxlength="50" name="SearchQuery" size="15" value="" />
<input type="submit" value="Search" id="btnSubmit" />
<div id="quickSearchBot"> </div>
The important bits within the code above are the classes wrapped around the content of the page
- Fn / org
- Adr (address)
- Geo (not in the above though)
For full documentation on how to do this from Google, hCard
This is another great example of how as SEO’s we need to be doing everything possible for Google to access our content since this can mean being the ‘first kid on the block’ when Google does decide to use some of the data. Being proactive is far more efficient than being reactive.
As for whether we want to provide all of this content to Google from a business perspective, well that is another discussion altogether! (although they do have access to most of it already anyways if they require)