Google has announced several new features that will make it easier and more useful than ever to perform a search for nearby events from mobile. The server-side changes will roll out over the next several days allowing users to access more information, purchase links, and share more events. The biggest change applies to events for which there are multiple sites or which have been optimized for search. When clicking on those events, users will be presented with a card showing time, location, and ticket options. There will also be options to share the event, save it for later viewing, and getting directions to its respective venue. Clicking the save icon will effectively bookmark the event for signed-in users while tapping "Get tickets" pops up a card overlay with the event's vendors. Sharing or getting directions to an event lets users to quickly send event links to others or navigate to the event via Maps.
Meanwhile, searching for events can also result in more personalized results following the new changes. Users can search for events and tap the down-arrow at the bottom of the page to move over to the "For You" tab for A.I.-driven results. User history, behavior, and preference will be utilized to show the most relevant nearby and upcoming events and popular or trending events will crop up as well. Each is organized by category to its own card and under subheadings such as shows, concerts, and meetups. Moreover, events tied to personally enjoyed activities like running, cooking, or snapping photos will also be shown, in addition to a "free" category for those who want a night out without the added cost.
Driving all of the new changes, Google has launched a relatively easy to follow guidelines for businesses looking to add their own events to search. That includes events ranging from big concerts to local-only gatherings like cooking or dance classes. That includes structured code examples and in-depth explanations of markup. Presumably, the outlined optimizations are required in order for the new features to be included in search results. Beyond that, it provides a clear dividing line between what can and will qualify as an event in order to prevent searches from being overloaded by sales or other non-event items.