What does SEO mean? And why would a company that offers SEO as a service give free advice?

Although Rich Snippets don’t have a direct affect on your page rank or search engine position, they are an effective search engine marketing tool.

I can here the cries already, “You don’t **design URL’s**, they’re just identifiers.” Well, you’re wrong, they are not just identifiers, they are a part of your UI, they can increase or decrease your CTR. They are a major tool in your SEO arsenal.