+1s are becoming a major big deal when it comes to ranking well on Google. Such a major big deal that I have sites ranking well right now that have zero inbound links but plenty of +1s. You could almost literally build an entire SEO strategy around this one technique alone.
The thing is, often it doesn't even take that many, especially if you're a local business. Getting just your friends and family to +1 your pages and leave good reviews/comments on your Google Places page is often more than enough to make you the dominant player on Google.
So, are you asking your friends and family to +1 your pages?
In fact, since you're here, could you do me a favor and hit the +1 button real quick?
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