What is Google Event Search?
Event Search is a search experience that highlights upcoming events directly in the results—often with a dedicated module showing event names, dates, locations, and links. It’s designed for “in the moment” queries where users want options quickly.
Why it matters for event discovery
When events appear directly in search results, discovery can happen before a user ever reaches your brand channels. That means your event pages must be structured for both humans and search engines.
- More qualified traffic: people searching for “things to do” are actively looking to attend.
- Competitive results: listings sit side-by-side, so clarity and accuracy matter.
- Mobile-first behavior: event discovery often starts on a phone, not a desktop.
How to improve your visibility in event search
Use clear, non-promotional titles
Keep titles descriptive. Avoid stuffing promotions into the name; save discounts and urgency for the landing page and reminders.
Ensure each event has a unique, indexable URL
Every event should have its own page. That page should include the essential facts: date, time, location, and a clear registration path.
Implement event structured data
Structured data helps Google interpret your event details consistently. If you publish events through Eventable, you can distribute web-friendly pages and links built for discoverability.
Convert discovery into commitment with calendar saves
Discovery is only step one. Add an Add to Calendar action to your registration and confirmation flows so attendees lock in the time. Pair that with reminders to reduce drop-off.
Related: What is calendar marketing?