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60% of searches on Google generate no clicks, this is the phenomenon of No-Clicks Search.
This statistic clearly shows that the search engine is gradually becoming a answer engine, meaning that instead of redirecting the user to a third-party site to get the answer to their query, it displays it on the results page thanks to tools such as Google Business Profile, the Knowledge Graph, Google Shopping...
Events are part of these answers that Google displays directly on the results page.
How do events appear on Google?
Events appear in three ways on search results:
On the Google Business Profile listing of the Business where the event takes place,
In position 0 thanks to the Knowledge Graph
In the form of Rich Snippets under a query result
What sources does Google use to highlight an event?
To date, even though some users in the United States have seen this feature in testing, it is not possible to add an event to your Google Business Profile listing as an administrator.
To feed Google Business Profile listings, Knowledge Graphs, or Rich Snippets with relevant events based on user searches, Google crawls various sources:
The official site of the Business or the organizer of the Business
The official site of one-time events such as festivals or conferences (e.g., Paris Retail Week Show)
Reference platforms for a given sector (e.g., Allociné for cinema)
For events requiring ticket purchase, selling platforms are also considered authoritative sources by Google. (e.g., Cirque du Soleil)
How to highlight an event on Google Business Profile?
If you want Google to highlight an event from your site in search results, you will need to optimize its structure to emphasize that these are events. Here are Google's guidelines for browsers to recognize and highlight them: Google Search - Events
Once your site's structure is optimized accordingly, it is highly likely that your site's events will appear on your Google Business Profile listing; therefore, it is essential to keep it up to date!
If you have questions or need support with managing your Google Business Profile listings, do not hesitate to contact our support team by clicking the small bubble at the bottom right, or visit our site by clicking the button below!