If you do so, "the iPhone turns the phone number into a link," he says. "Click it, and the number is dialed ... no memorization necessary. Almost instant gratification, and in this world, instant gratification rules!"
Quipp says that this tip would likely best benefit local businesses, emergency services (like tow truck and locksmiths), as well as businesses that would fit under the impulse or on-demand category (like taxis and pizzerias). Of course, plugging this data in won't make a given page rank better, but it can give said page an advantage in a situation where an iPhone searcher is on the hunt for something local and immediately accessible.