This last week I really hit it hard on Social Media optimization for one of my clients. I set them up accounts everywhere I could in Social Media, directories and local search. I have to say I have seen a huge jump in rankings within about 3-4 days. Along with other optimization of course, but after doing more research on what Google is looking in 2017 I would have to say this is a major factor.
The other factor is reviews. They are playing another big role in local rankings these days. Google focuses on real simple keywords used in the review section like, people, fast, friendly. How they help or hurt rankings with these words highlighted by Google, I have yet to figure out. I just think activity is key.