Event Boxes (Event Carousels) in SEO: What You Need To Know

In this article, you will learn more about Event Boxes (Event Carousels), their importance for SEO and how they contribute to Brand SERP Optimisation.

What are Event Boxes (Event Carousels) in SEO? 

Simple Definition of Event Boxes (Event Carousels)

An Event Box (Event Carousel) in Google allows users to discover more about one or more events. They appear at or near the top of the Search Engine Results Page (SERP), making it easy for the user to find out the schedule of the event, where they can buy tickets, who the artists are, and more… information in Event Box (Event Carousel) usually comes from social media sites like Facebook, event sites such as Evenbrite, and the official website of the event.

Event Boxes (Event Carousels) appear both on searches on the event name and also on searches where Google believes that the event will be appropriate information to show, such as “pop concerts in London in May” or “events near me”, as we see below. 

At Kalicube, this Rich Element (SERP feature) is called an “Event Box” rather than a carousel, as they can sometimes appear in both carousel and box formats.

What Do Event Boxes (Event Carousels) Look Like?

An Event Box (Event Carousel) contains useful information about an event, such as the name of the event, the host, the schedule, the venue, and a preview of various visual elements (images, icons, and photos) related to the event.

Here you can see an example of an Event Box (Event Carousel) in a search result for “digital conference events near me”.

Clicking on the event name will take you to the Google Events search results page, which gives more detail about the event and venue including time and date, venue map and directions, ticket information, and a brief description of the event’s content

Where appropriate, Google also lists other related events. The user can expand the details for each event in the list to get more information about it.

How Do I Make My Events Appear on Google?

The easiest way to get your events to appear on Google is to post them on specialist events sites such as Eventbrite and Eventable, or on Social Media platforms with event options such as Facebook. By doing this, you send Google an excellent indication that you are organising an event and you provide it with the information necessary for the Event Box (Event Carousel). 

Of course, as with every element in Google’s Search Engine Results Pages, Google’s algorithms decide whether your events appear in a user’s search query or not.

Here are three techniques that Google suggests to help ensure your events appear in Event Boxes (Event Carousels).

How Do Event Boxes (Event Carousels) Fit into Brand SERP Optimisation?

Event Boxes (Event Carousels) do not often appear on Brand SERPs of corporate brands, except for companies involved in events, such as concert halls, exhibition centres, circuses, etc., and on Personal Brand SERPs of people who perform at events, such as entertainers. However, in these cases, a shortened version of the Event Box (Event Carousel) is integrated into the Knowledge Panel.

A direct search for an event name is the Brand SERP for that event and should be managed and optimised in the same way as the Brand SERP for a company or person. For these Brand SERPs, the Event Box (Event Carousel) is triggered when Google has sufficient information about the event from one of the above sources.

In all of these cases, brand owners should ensure that the information on the platforms where they announce events (their own website, Eventbrite, Ticketmaster, Facebook, etc.) is correct and that the format meets Google’s requirements as described in the article above. If Google displays the information correctly and displays it on the Brand SERP in the form of Event Box (Event Carousel), this adds to your credibility and reputation, which is essential to brand management!

Kalicube Solutions

1. You can learn more about Brand SERPs and how you can control yours and ensure that you keep your potential clients focused on an accurate and convincing depiction of you with The Fundamentals of Brand SERPs for Business by Jason Barnard;
2. You can browse our free resources (hundreds of articles, case studies and how-to’s to help you optimise your Brand SERP and manage your Knowledge Panel;
3. You can sign up for the Kalicube Academy where you can learn more about Rich Elements and how to trigger them in your Brand SERP. We also offer in-depth video-driven courses, resources and quizzes that make optimising your Brand SERP and managing your Knowledge Panel a relatively simple task;
4. You can opt-for the done-for-you Brand SERP and Knowledge Panel solutions where we do the hard work, identify the solutions and ensure that you achieve your goals and get Google “dancing to your tune.”