All SEO for your website is done automatically, so the best thing to do is to be descriptive and exact with all the information that can be added to your event website.
That said, there are a few options to go a bit deeper with optimizing for search engines, like Google, Bing, Yahoo etc.
- Improve results by using a custom domain or website link that includes the title of your event and/or the most important words.
- By adding a good short description (Manage event > Website > Basic info page). The short description is also the text that is shown with your event title, when it appears in search results or when your link is posted to other social media.
- Setting the primary and secondary categories for your event (Manage event > Website > Basic info page).
- Adding custom sections with descriptive texts on your Overview page (Manage event > Website > Overview page) also increases the search engines understanding of your event and probably of ranking it higher.