Google's New Event Search: What Is It and Why Should You Care?

July 28, 2017

Googling activities to do this weekend? If so, you may notice a big difference in your search results: local event listings.

After seeing millions of search queries related to finding local events, Google is prioritizing events in mobile search. Now, it’s easier than ever to find upcoming events nearby — like concerts, lectures, festivals, meetups, sporting events, and more!

Let’s say you’re looking for marketing meetups in NYC. Simply search “marketing meetups” and Google presents you with a list of options in a special “events” box. Each event listing gives you the name of the event, the date, the location, and a direct link to the landing page.

 

Reaching Consumers in Micro-Moments

Event search is another feature built to reach us in micro-moments: moments when we expect brands to be useful and when our preferences are shaped.

Google also reaches us in these moments with innovations like Google Maps, Google Calendar, and Google Now. Google Now, an intelligent personal assistant, anticipates our search behavior and proactively offers suggestions on what to do, where to go, and what to buy. This is based on what Google knows about our search habits.

With an upward trend towards technology built for “here and now,” micro-moment marketing (being there, being useful, and being quick) is a critical opportunity for brands.

 

How to Harness the Power of Event Search

Looking to gain more exposure for your events?

Google has a stringent set of guidelines to make sure that event information is aligned to what users want. Here’s what you need to know:

  • The event search feature won’t work to promote any non-events, such as guided tour services.
  • Event titles should not be promotional. Avoid phrases like “Early Bird Sale!”

If you typically plan events through well-known services such as Eventable, Meetup, or Eventbrite, your events are already optimized for Google’s event search.

With Eventable, the markup tags are on your event’s splash page. After you create an event, Eventable submits your event to Google for indexing. Your “Add to Calendar” splash page will then show up in Google search results. To preview how your events will appear in search results, you can use this this tool.

As “here and now” content becomes more important in marketing strategy, events offer a unique advantage. Google’s event search makes it much easier for you to get more eyeballs on your events. More eyeballs mean more registrations, and ultimately, more customers.