I did a little research last night and discovered that a search through ‘all’ will pull results from event titles as well as property and other descriptions. This leads to the conclusion that you should make your event titles as descriptive as possible. Of course, being a title, the event will be descriptive anyway, but thinking about the keywords will really help.
So, if you’re running a bingo event, don’t just call it “Gaming at Joe Bobbs”, instead, make sure to put ‘bingo’ in the title, heck, throw in a bit of ‘win money’, or the location name, theme, or whathaveyou. “Goth Bingo – Win Prizes and Money” might be a much more attractive and findable title for your event!