As Google continues to prioritize the user experience in its algorithm, this data can become critical. It's one thing to provide a list of items that generally lead to a better user experience (like we did above), but it's another thing completely to be able to address extremely specific elements of that experience. Some businesses don't like seeing their competition rank highly in the results along with them. But this might not be such a bad thing. A call to action is a statement that asks someone to take a specific type of action in a specific way. You don't necessarily need a large social media presence, just an active one. The more you engage with the local community by responding to comments and questions, the more your Facebook, Google+, Twitter and other social profiles are likely to appear in local searches. In Google's never-ending quest to find the most valuable websites for searchers, they will always work to make sure the pages that answer questions and provide unique information appear over those that do not.