Events Now Visible On Google Maps

Scott Lambert

Google Maps has now added events mark-up to its business information on Android and on its desktop setting, expanding the potential for its use in local search. This is a change that opens up lots of possibilities for businesses running events and for events venues themselves; it may even motivate some venues to start holding events for the first time.

Google is pulling some of its events information from sites such as Eventbrite and Eventful, but businesses can also add events directly. Titles are quite restricted and are not allowed to be promotional; however, events can be added to one of several categories, enabling users to search by category to see what is happening in their local areas.

This gives businesses the opportunity to use events to target and connect with particular demographics, either to appeal to the sort of people they already know are likely to find their products or services appealing or to expand their reach into new communities.

The additional local search potential generated by the extension to Android will be particularly important to the events venues themselves and makes it all the more important for such businesses to keep up with updates. Being visible on mobile is increasingly important in order to keep up with a population adjusting to making decisions at the last minute and – often – on the move, especially for places running lunchtime and late evening events when people are already likely to be out and about.

Many owners of small venues such as diners, bars and even youth-focused stores have discovered that putting on events or gigs from time to time increases trade. Now that such events are more widely and more immediately visible, there is an increased risk that places without events will miss out. It is becoming increasingly important to have something good to offer that is easy to evaluate online in order to compete.

Meanwhile, businesses that have never run events before might want to take advantage of this increasing connectivity and think about ways of reaching out to surrounding communities; in this way, next time they turn up in a local search they will benefit from greater name recognition and improved local reputations. Even those whose areas of trade do not directly lend themselves to social activity may find that they can benefit from sponsoring events and getting their names in the event details section so that their support is visible not only to actual attendees but also to online passers-by.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Local Search

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