Google has never been a company to rest on its laurels. Over the past
two decades, the search engine giant has continued surprising,
delighting, and serving its users with new features, layouts, and inner workings.
Recently, much of Google’s focus has been on improving experiences
for mobile users—and by that, I’m referring both to users relying on
mobile devices like smartphones, and users who need fast, on-the-go
information. Event search is the latest new mobile feature, rolled out
by Google earlier this month, and it’s worth considering both as a new
SEO strategy and as a signal for what’s coming next.
How Event Search Will Work
In the Google search app, event searches take over when Google
detects that a user is looking for an event. For example, the basic
“events near me” triggers the event search, but specific queries, like
“jazz concerts” also bring up relevant results.
Rather than seeing a conventional search engine results page (SERP)
layout, users then see a list of events relevant to their query, with
the option to filter or reorder results based on a specific date, or by
qualifiers like “today,” “tomorrow,” and “next week.”
After clicking on an event in the list, Google will display
information for how to attend, such as linking a user to a ticket
purchasing app or showing an RSVP option.
Supported Sites (and How to Get Involved)
So where is Google getting the information for these events, and how can you be a part of it?
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