A phone number that is not a tel: link cannot be dialled with one tap on mobile, where most calls to small businesses originate.
Impact is importance multiplied by the confidence tier’s weight — SPECIFICATION 1.0, RESEARCH 0.7, EMERGING 0.3, EXPERIMENTAL 0.1. Two rules backed by the same class of evidence therefore always carry the same weight, which is what makes the score reproducible rather than hand-tuned.