Google Rolls Out Event Search: What it means for small business.

If your business is having an event being on event search makes it easier for people interested in the event to find you. Now if someone searches music events near me they will not have to choose a website to go to. Google will pull in event listings form Meetup, Eventbrite and other sites across the web. The trend of consolidating information reduces traffic to your website but ultimately leads to higher engagement. This can be seen in Google My Business listings as well. Sometimes site traffic goes down but calls and foot traffic goes up. Why? Ease. As a consumer I want to get the information on my phone with a fewer number of clicks. Or as we move to voice search with no clicks.

With a single tap, you’ll see at-a-glance details about various options, like the event title, date and time, and location. You can tap “more events” to see additional options. Once you find one that’s up your alley, tap it to find more details or buy tickets directly from the website.


Events are great way to bring people into your business. You do not have to list with a major site to get your events to show up. You need to add the proper mark up code to your website. You can see the guidelines here:

SEO used to mean optimizing your website. Now it means using the tools to be seen before a consumer sees your website. Creating a plan for your small business that includes important dates and events and how to put that information in front of customers is required for success. For help in understanding consumer behavior and utilizing new technology to creatively engage your customer contact SFTACreative.