In an effort to make web searches more relevant and useful for users, Google has started emphasizing authorship markup, and marketers need to make sure their search engine marketing strategies are up to date. SEO-News reported that many websites were simply content farms looking to garner links and traffic but were not actually reputable sources for users. Google has changed its Panda and Penguin algorithms to weed out those sites and lead searchers to more relevant, respectable webpages.
With that said, marketers need to take into account how their websites are being viewed and ranked by Google. This is where authorship markup comes in. The more legitimate the site, meaning the more a person or company takes ownership of and optimizes a webpage, the higher Google will rank it as a reputable source.
Search Engine Land also says this is one of the most important parts of optimizing a local business' website. Offering a photo, ample contact information and other important details will help it rank better among others that don't appear as useful to users. Take the time to make sure SEO is up to date with authorship markup and that the website is garnering the attention is deserves.