Imagine this. “Rocky Fu” is a very valuable keyword which many websites compete for. This is one of the result on the first page:
Enhanced Google Search Results
And, this is a normal search result in Google:
Normal Google Search Results (Non-enhanced)
Which one stands a higher chance of being clicked through?
The enhanced search results provide the user more information; and, it takes bigger space on the search page, which could probably get itself higher CTR. Google began supporting rich snippets in the search results since this May though we don’t always see the enhanced results.
I suggest you mark up your HTML of your important pages with richer data using microformats and RDFs. You can use this tool to check how Google could display the richer snippets in the search results.
Google Rich Snippets
Rich Snippets help people make more informed clicks and find what they need even faster. Google so far has introduced Rich Snippets with four formats: