Though this is currently only a test in a small geographic area, Google is seeking to make listings more trustworthy. This only serves to highlight something I have been telling my clients for a while - people need to trust your website.
Google clearly believe the same thing, so expect their algorithms to start looking for trust signals soon.
An email sent out to Google’s top contributors states the company’s plan for an advanced verification process is being beta tested in San Diego. All locksmiths and plumbers currently verified will have to go through the new verification process. Failure to do so before November 1 will result in the loss of verification and the removal from Google Maps.