Google is simplifying the way you discover events in Search by adding new features that both personalize the results and provide more information related to an event directly in search results. The changes are part of a broader effort to show as much information as possible on Google Search and without need for users to click on generated links.
Now, when you search for an event and tap on it, Google Search results will be presented with an overview that shows details like ticket cost, event time, venue reviews and location. You can save the events to revisit later or click through these information to buy tickets via various vendors like StubHub and Ticketmaster. The new update covers all types of events including concerts, local festivals, cooking classes and museum happenings.
You can find the updated results by searching with terms like “events near me” or “free concert” and a list will be returned that aggregates from a variety of different sites. There is also a “For You” tab announced at Google I/O 2018 that now delivers even more personalized feed and will deliver events based upon your personal interests. This will include categories like running, cooking and photography.
Google has also provided the tools for organizers to mark up their event listings and the end goal would be to show bigger events alongside smaller events happening in your neighborhood, like a dance class or a book signing event. Google says these updated search results will roll out over the next few days for those in the United States.
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There is no word yet on when these features will be available in other markets. Google already offers a number of ways to discover local events and Google Maps’ Nearby feature has been found effective to find restaurants and parks. Going forward, Google might bake in the feature to show events near you within maps as well, by plugging in data from Google Search.