Events on Google is a specialized variation of Knowledge Panel, tailored explicitly for showcasing event-related information. Unlike the branded and local Knowledge Panels, this type of panel cannot be claimed or controlled by event organizers as it aggregates data from various online sources, including event websites, ticketing platforms, and structured data on relevant web pages.
The purpose of Google's Events panel is to provide searchers with relevant information about upcoming events. It allows users to access essential details about concerts, festivals, conferences, and sports events directly from the search results. By aggregating this information, Google aims to enhance the user experience, making it easier for individuals to discover events that match their interests.
When triggered, the Events panel typically appears toward the top of the search results page on both desktop and mobile devices. Its layout is interactive and, depending on the event type, may include a wealth of event-related information, such as the event title and description, date, time, location, ticketing options, photos, or videos.
Here’s an example of what Events look may like on mobile results:
Tracking Events on Google with AWR
In AWR, monitoring the ranking position of Google's Events is possible through the Universal version of Google. For desktop searches, use Google Desktop Universal, and for mobile searches, use Google Mobile Universal. These search engines can be added for monitoring from the Project settings > Search engines section.
💡 When monitoring the Universal version of a search engine, AWR will report the positions of Organic entries, along with URLs from Local 3-pack, Featured Snippets, People Also Ask, Images, Videos, Knowledge Panels, and other types of results if they are found in SERPs. For more details on Google's search preferences available in AWR, please refer to this informative article here.
Once the Universal search engine was added to the project and at least one ranking update was completed for it, identifying the keywords that have triggered an Events panel becomes effortless using the SERP Features filter.
The SERP Features column will show the features present on the search results pages retrieved from the selected Google Universal search engine for each keyword.
Normally, AWR reports, based on the URL selected as main/competitor, the SERP Features owned by a website without any additional settings on your part.
When a website (main/competitor) ranks for a particular SERP Feature, the associated feature symbol will be highlighted in green, indicating both its presence on the SERP and that the selected website owns that type of feature. If the website does not rank for any of the features present in SERP, all the symbols will remain blue.
However, since the event listings do not have an associated URL pointing to a landing page they cannot be associated by default with a website (main/competitor). Unless the information appearing instead of the actual URL is added as custom value aliases to the project, in the Ranking > Keywords, the presence of the Events panel on SERPs is only visually marked by a blue icon as in the above screenshot.
You check the Events returned in SERP for each keyword either by accessing the HTML file saved for each keyword when the ranking updates were completed or by accessing the Ranking > Top Sites section.
Since they are part of the same search result element, the event listings featured in the Events panel are reported with the same ranking position.
Do you have any further questions or need more information about this product update? Don't hesitate to get in touch with our dedicated support team.