What Is Google's New Event Search Feature And Why Does It Matter?: Forbes

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.

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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. Not all of these features have been successful, but it’s never long before a disliked feature is improved, replaced, or modified.

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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