Thanks for the reply, Takeshi!

"In general, what Google is looking for is reviews of your product that people have left on your site. "

Interesting.   So even if I were to take a Google review and highlight as an achievement on my site, with a link back to the review on Google, it could be frowned upon?

So in order to implement rish snippets for reviews, as intended by Google, I need to setup a review system on my site?  I find that strange,   Who is monitoring the authenticity of the reviews, Me.. Great... Who is denying all reviews under 4 stars, me.

Seems to me a more ethical practice would be to link to reviews on 3rd party sites.  Sure, I can chose to only link to the positive, but at least its from a 3rd party site  and while there the user can see my other reviews.

"The semantic markup code you wrote above looks fine, just be sure to put a space where you put "itemscopeitemtype" (it should be "itemscope itemtype")"

Thanks, I will make that correction!

Question about rich snippets..

I want to showcase reviews of the SERVICE's offered  but I am not sure if I should include them on the service page, a review page or both.  For example, we offer snow plowing and lawn care services and each service has its own page.  I have reviews for both services under the my "testimonials" page.   So, a couple questions.

1 - Should I pace a single review marked up on each service page?

2 - Does the review need to be a google review or can I use reviews from other sites?  If not, do I need to notate that somehow using the schema vocabulary?  Example, I have a 5 star review from thumbtrackDOTcom, is it ok to mark up the review and include a nofollow link? (No follow because thumbtrack is actually a competitor.)

3 - When I looked into creating an aggregate rich snippet I got confused / concerned.  Is it ok to list multiple services as a product?  Example:

<div< span="">itemscope itemtype="http://schema.org/Product"> <span< span="">itemprop="name">Lawn Care and Snow Removal</span<> <div< span="">itemprop="aggregateRating" itemscopeitemtype="http://schema.org/AggregateRating">
Rated <span< span=""> itemprop="ratingValue">4.5</span<>/5 
based on <span< span=""> itemprop="reviewCount">4</span<> customer reviews</div></div<></div<>

4 - When I tested the code above, no stars showed up in the preview.  Do I need to mark up products as well?  Am I doing it completely wrong

Thanks for any advice!!