Google Updates Search to Recommend Local Events Based on User Interests

Google is bringing the personalization zeitgeist to local event recommendations. The company reported on its blog Thursday that it is releasing a series of new features that will make it easier for users to find essential information about events of interest to them right on search engine result pages.

“When you search on your phone for things like ‘events near me’ or ‘free concert’ in the U.S., you’ll not only find a list of events from a variety of sites, but also key information about the event, right on Search,” the blog reports.

Event search results will not only include all the logistics a user needs to know such as time, location, and tickets, but also, when possible, links to pages where tickets are available and to webpages containing further information.

As for personalization, the new features will include a “For You” tab as well as a stream of the most popular events in a user’s given area.

The move confirms what local industry observers already know: Google has no true rival in the local space. Its ambitions to marshal its massive user base and store of data to cut out other vendors intent on connecting searchers with local amenities show no signs of slowing.

Joe Zappa is Street Fight’s managing editor. Follow him on Twitter @joe_zappa.