In order to really maximize your content in Google search results, you should be taking advantage of structured data.
If you’re curious about why structured data is important, the simple explanation is without it, Google can’t really distinguish if your event is an event, a blog post, a press release, or a general article. That means those cool event dates/times which automatically show up in search results won’t happen if you have #SadStructuredData (there’s a super detailed explanation in an ArtsHacker article I wrote in 2015).
I published an article yesterday at ArtsHacker that walks you through how to use one of the newest tools in their kit to help make sure they are recognizing your events as events: the Structured Data Testing Tool.
Even if you aren’t a programmer, it’s a great way to make sure your site content is marked up correctly. If not, you can try using Google’s Data Highlighter tool to correct manually or reach out to your developer.