How to Get Event Structured Data Right
Markup describing an event, such as a concert, class, conference or webinar, including its date, location, status and ticket information.
Samir Haddad
At a glance
- Type Event
- Required properties name, startDate and location
- Online events use VirtualLocation and eventAttendanceMode
- Event status eventStatus can mark events as canceled, postponed, rescheduled or moved online
Why it matters
Why it matters: Event markup can make events eligible for event experiences in Google Search, and accurate status fields keep canceled or moved events from misleading people.
Best practice
- Mark up each event on its own page
- Include time zones in start dates
- Update eventStatus immediately when plans change
- Add offers with price and availability
- Remove or update markup for past events
Common pitfalls
Watch out for:
- Marking up promotions or coupons as events
- One page marking up many unrelated events without details
- Leaving canceled events marked as scheduled
- Dates without time zones
When to call in a specialist
Bottom line Bring in help when running an event listings site, or when events do not appear in Google's event results.
Where this comes from
- Google Search Central — Event structured data
- Schema.org — Event
The figures and practices above come from the sources listed.
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