ESO is my first "real" MMO (I've done tons of F2P ones over the years). What I love about Elder Scrolls games is the immersion that I feel when I play them. I feel that I am there, in the story. I get incredibly attached to my characters (and I usually only have one for each game because of this). With ESO, I run a social guild for the "Gaming Mommies" community, but it's just that: social. What I would LOVE are a few buddies in-game who I can share an adventure with. I've never been in an RP guild, but I used to do forum-based roleplay back in the day.
That said, my character, Lorien Arrowhawk, is a Bosmer who found herself in the Ebonheart Pact. I've been trying to find her a male, lion-like Khajiit friend to adventure with (perfect since they would both be expats from Aldmeri Dominion).
I'm personally on a lot (though I AM a mom, so sometimes my time is distracted), so I think being part of a guild with other like-minded players would help keep me immersed further than just the storyline. I'm more of a casual player (I tend to get distracted from quests by looting barrels and picking up plants), so PvP isn't so much my thing (crafting, on the other hand...).