Update your calendar

Google and the other search engines send spiders, crawlers and bots (short for robot) to read websites every few weeks, they index all sorts of information. 

Long before there are full details about an event there will be a date, put it up on your calendar so that it is indexed early.  The search engines like to see websites that are regularly updated because they know it will mean fresh information for readers - search engines work for readers not webmasters.

Add information as it becomes available but getting that initial date on the calendar is important.

 

 

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