1. One or more computer storage media storing computer-useable instructions that, when used by one or more computing devices, cause the one or more computing devices to perform a method, the method comprising: accessing social data comprising a plurality of social networking messages from one or more social networking services; collectively analyzing text of the social networking messages to identify an action discussed by users in the text of multiple social networking messages from the plurality of social networking messages; determining to index information regarding the action based on identifying the action in the text of multiple social networking messages; identifying at least one URL for the action, each URL corresponding with a webpage at which the action may be performed; and storing information regarding the action and the at least one URL for providing deeplinks for search results.