{"id":141777,"date":"2020-08-14T17:20:57","date_gmt":"2020-08-14T17:20:57","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=141777"},"modified":"2020-08-14T17:20:57","modified_gmt":"2020-08-14T17:20:57","slug":"an-seos-guide-to-event-schema-markup","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2020\/08\/14\/an-seos-guide-to-event-schema-markup\/","title":{"rendered":"An SEO&#8217;s guide to event schema markup"},"content":{"rendered":"<div class=\"well\">\n<h3>. Tha30-second summary:<\/h3>\n<ul>\n<li style=\"font-weight: 400;\"><span data-contrast=\"auto\">From\u00a0<\/span><span data-contrast=\"none\">Google\u2019s Cloud Next conference<\/span><span data-contrast=\"auto\">\u00a0to\u00a0<\/span><span data-contrast=\"none\">Starbucks\u2019 shareholder\u2019s meetings<\/span><span data-contrast=\"auto\">, the live event industry has undergone a dramatic transformation in light of the global COVID-19 outbreak.\u00a0\u00a0<\/span><\/li>\n<li>As online services become more integrated into people\u2019s lives, audiences expect more information that\u2019s up-to-date and delivered quickly, including the events they plan on attending.<\/li>\n<li>This is where event schema markup can really help <span class=\"TextRun SCXW193138380 BCX0\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW193138380 BCX0\">optimize event web pages so they show up on search results pages.<\/span><\/span><span class=\"EOP SCXW193138380 BCX0\" data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li>Superb Digital&#8217;s Managing Director, Paul Morris shares a comprehensive guide on how to implement event schema markups that can win SERP rich results.<\/li>\n<\/ul>\n<\/div>\n<p><span data-contrast=\"auto\">The live event industry has undergone a dramatic transformation\u00a0<\/span><a href=\"https:\/\/superb.digital\/seo\/what-coronavirus-means-for-online-business\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">in light of the global COVID-19 outbreak<\/span><\/a><span data-contrast=\"auto\">.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">From\u00a0<\/span><a href=\"https:\/\/cloud.withgoogle.com\/next\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">Google\u2019s Cloud Next conference<\/span><\/a><span data-contrast=\"auto\">\u00a0to\u00a0<\/span><a href=\"https:\/\/www.cnbc.com\/2020\/03\/04\/starbucks-cancels-in-person-shareholders-meeting-in-seattle-due-to-coronavirus.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">Starbucks\u2019 shareholder&#8217;s meetings<\/span><\/a><span data-contrast=\"auto\">\u00a0to live music performances, organizations and performers have had to move their in-person events online to curb the spread of the novel coronavirus while still addressing their audiences\u2019 needs.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">As online services become more integrated into people\u2019s lives, audiences expect more information that\u2019s up-to-date and delivered quickly, including the events they plan on attending. This is where event schema markup can really help.<\/span><\/p>\n<h2 aria-level=\"2\"><span data-contrast=\"auto\">What is an event schema markup?<\/span><\/h2>\n<p><span data-contrast=\"auto\">Schema markup is code that helps search engines better understand what a web page is about in order to present more informative search results for users.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Instead of just basic HTML that points out what is the text or an image on a web page, schema markup provides context to information so that search engines know what content on a web page\u00a0<\/span>means.<\/p>\n<p><span data-contrast=\"auto\">Event schema markup is code that specifically points out to search engine facts relating to events, such as the location, schedule, organizer, and performers.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Schema markup is actually one of the multiple vocabularies that define terms and values in order to implement <\/span><a href=\"https:\/\/searchenginewatch.com\/2013\/06\/19\/structured-data-content-rich-snippets-authorship-vs-author-rank\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">structured data<\/span><\/a><span data-contrast=\"auto\">\u00a0(it just happens to be the most popular). In fact, Google, Yahoo, Bing, and Yandex have all collaborated to come up with\u00a0<\/span><a href=\"https:\/\/schema.org\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">Schema.org<\/span><\/a><span data-contrast=\"auto\">\u2014an open community resource that provides schemas for their respective search engines to recognize.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h2 aria-level=\"2\"><span data-contrast=\"auto\">What are the SEO benefits of using event schema markup?<\/span><\/h2>\n<p><span data-contrast=\"auto\">Event schema markup can help your website\u2019s search results ranking in a number of ways:<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3><span data-contrast=\"none\">1. Rich results\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">Event schema markup provides specific facts that are immediately apparent on SERPs as rich results. Rich results are the details that appear in addition to the default blue links and text descriptions. They show important facts to users about a particular webpage and can include a multitude of things from reviews to recipes.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-141782\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/rich-results-example.png\" alt=\"rich results example\" width=\"602\" height=\"319\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/rich-results-example.png 602w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/rich-results-example-300x159.png 300w\" sizes=\"auto, (max-width: 602px) 100vw, 602px\" \/><\/p>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><span data-contrast=\"auto\">This has a two-pronged benefit. Rich results make for a better search experience for the users, first and foremost. Organizations, meanwhile, will stand out more in SERPs thanks to the eye-catching facts and visuals. On top of this, rich results also mean your webpage is occupying more screen real estate in the SERPs, pushing competitors further down the page.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3><span data-contrast=\"none\">2. Click-through rate (CTR) increase<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559738&quot;:320,&quot;335559739&quot;:80,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">One major effect of having rich results displayed for your webpages is that users are more likely to check out your site, instead of other sites that don\u2019t show as much info. Your link will grab more attention.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Even if there will be users who are satisfied with just getting the bare minimum from the rich results, there is still a percentage that will\u00a0<\/span><a href=\"https:\/\/superb.digital\/seo\/local-seo-guide\/optimise-click-rate\/\"><span data-contrast=\"none\">click<\/span><\/a><a href=\"https:\/\/superb.digital\/seo\/local-seo-guide\/optimise-click-rate\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">\u00a0on your link<\/span><\/a><span data-contrast=\"auto\">\u00a0to get more in-depth info or sign up as an attendee and book a spot.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3><span data-contrast=\"none\">3. Traffic boost<\/span><\/h3>\n<p><span data-contrast=\"auto\">In line with getting higher CTR, your webpages that have event schema markup implemented can also enjoy higher traffic. Events platform Eventbrite is one of the strongest cases for event schema markup boosting traffic. They saw a\u00a0<\/span><a href=\"https:\/\/developers.google.com\/search\/case-studies\/eventbrite-case-study\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">100% increase in the year-over-year growth of traffic<\/span><\/a><span data-contrast=\"auto\">\u00a0from Google to their event listing pages.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Allen Jilo, an Eventbrite product manager, said that they saw a \u201cvisual difference in event search results on Google\u201d within two to three weeks of event schema markup implementation.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3><span data-contrast=\"none\">4. Voice search optimization<\/span><\/h3>\n<p><span data-contrast=\"auto\">Google Product Manager Aylin Altiok and Senior Engineering Manager for Google Search Will Lescszuk delivered a talk in Google I\/0 2019 about\u00a0<\/span><a href=\"https:\/\/www.youtube.com\/watch?v=GR1j2ADyGvA\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">the importance of structured data<\/span><\/a><span data-contrast=\"auto\">\u00a0in improving the user search experience. In that talk, they mentioned that their motivation for schema markup was to be able to optimize content for both voice and search.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">When you use event schema markup, you do not have to create two separate experiences to optimize for text <\/span>and <span data-contrast=\"auto\">voice search. Apply it once and you can reach a bigger audience.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Google reported that\u00a0<\/span><a href=\"https:\/\/www.thinkwithgoogle.com\/data\/voice-search-statistics\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">voice made up 20% of searches<\/span><\/a><span data-contrast=\"auto\">\u00a0in their app, and that was back in 2016. With\u00a0<\/span><a href=\"https:\/\/www.juniperresearch.com\/press\/press-releases\/digital-voice-assistants-in-use-to-8-million-2023\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">digital voice assistants in use expected to reach eight billion by 2023<\/span><\/a><span data-contrast=\"auto\">, now is as good a time as any to start optimizing your event pages with schema markup.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h2 aria-level=\"2\"><span data-contrast=\"auto\">What types of events can you markup?<\/span><\/h2>\n<p><span data-contrast=\"auto\">Event schema markup can be used for a wide range of events, but there are still limitations that you need to respect if you don\u2019t want to be penalized.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The event types that you can markup include:<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Business events<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Children events<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">Comedy events<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Courses<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Dance events<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Deliveries<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Education events<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Exhibitions<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Festivals<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Food events<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Hackathons<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Literary events<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Music events<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Publication events<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Sale events<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Screenings<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Social events<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Sports events<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Theater events<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Visual arts events<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">You can also mark up a series of multiple events that have a connecting theme.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Do not markup business hours and promotions such as vacation packages, limited-time discounts, and coupons as events. Doing so runs the risk of your entire website being disqualified from showing rich results for any of your content.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h2 aria-level=\"2\"><span data-contrast=\"auto\">How do I get my events to show up on Google?<\/span><\/h2>\n<p><span data-contrast=\"auto\">First of all, you need to make sure your event pages can be crawled by Googlebot. If you use robots.txt or robots meta tags, they should allow Googlebot to index your event pages.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">You should then implement schema markup in your event pages. Google only supports rich results for pages that feature a single event, so you should have individual pages for each of your events.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3 aria-level=\"3\"><span data-contrast=\"none\">Required schema markup properties<\/span><\/h3>\n<p><span data-contrast=\"auto\">There are three properties that an event page\u2019s code needs for the page to show rich results on Google.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"9\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">location<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cb\" data-font=\"\" data-listid=\"9\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"2\"><span data-contrast=\"auto\">Name &#8211; Name of the venue<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:1440,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cb\" data-font=\"\" data-listid=\"9\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"2\"><span data-contrast=\"auto\">Address &#8211; Detailed address<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:1440,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"9\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">name \u2014 Use the full title. Don\u2019t include prices or promotions.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"9\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">startDate \u2014 The start date and time (if available) in the local timezone. If you don\u2019t have an exact time, don\u2019t specify it.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">The following properties are not required, but they allow for more customization of rich results and a better overall user experience:<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"7\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">description<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"7\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">endDate<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"7\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">eventAttendanceMode (critical for online-only events)\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"7\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">image<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"7\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">offers.availability<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"7\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">offers.price<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"7\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">organizer<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"7\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">performer<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<\/ul>\n<h3 aria-level=\"3\"><span data-contrast=\"none\">Adding event schema markup<\/span><\/h3>\n<p><span data-contrast=\"auto\">There are generally three ways to add event schema markup:<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ol>\n<li><b><span data-contrast=\"auto\">Posting on third-party sites<\/span><\/b><span data-contrast=\"auto\"> \u2014 The easiest way is to just post your events on big third-party events or ticketing sites like Eventbrite or Ticketmaster. These platforms are already integrated with Google, so they always show rich results for events related to particular search terms. Of course, these sites won\u2019t be sending traffic to your website.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Use platforms with built-in tools for schema markups<\/span><\/b><span data-contrast=\"auto\">\u00a0\u2014 Ecommerce platforms like Magento and OpenCart already have structured data integrated. If you\u2019re using a CMS such as WordPress, there are plenty of free plug-ins you can choose from to implement event schema markup easily.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Coding<\/span><\/b><span data-contrast=\"auto\">\u00a0\u2014 The third and hardest way is when you have a custom website that you can\u2019t just use a plug-in with. This requires some coding but thankfully, you don\u2019t have to be an expert web developer if you want to do it yourself.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:720,&quot;335559740&quot;:276,&quot;335559991&quot;:360}\">\u00a0<\/span><\/li>\n<\/ol>\n<h2 aria-level=\"2\"><span data-contrast=\"auto\">How to add event schema markup yourself<\/span><\/h2>\n<p><span data-contrast=\"auto\">The simplest method to add this code to your site is to use\u00a0<\/span><a href=\"https:\/\/www.google.com\/webmasters\/markup-helper\/u\/0\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">Google\u2019s Structured Data Markup Helper<\/span><\/a><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-141780\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/how-to-add-event-schema-markup.png\" alt=\"How to add event schema markup\" width=\"602\" height=\"251\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/how-to-add-event-schema-markup.png 602w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/how-to-add-event-schema-markup-300x125.png 300w\" sizes=\"auto, (max-width: 602px) 100vw, 602px\" \/><\/p>\n<p><span data-contrast=\"auto\">In the Enter Page section, select \u201cEvents\u201d and type or paste the URL of the events page you want to markup on the bottom bar and click on Start Tagging.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">In the Tag Data section, highlight the information you want tagged and choose the appropriate tag from the dropdown menu.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-141779\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/example-tagging-data-to-highlight-event-schema-markup.png\" alt=\"Example tagging data to highlight event schema markup\" width=\"602\" height=\"211\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/example-tagging-data-to-highlight-event-schema-markup.png 602w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/example-tagging-data-to-highlight-event-schema-markup-300x105.png 300w\" sizes=\"auto, (max-width: 602px) 100vw, 602px\" \/><\/p>\n<p><span data-contrast=\"auto\">If there is info that isn\u2019t present in the page that you believe should be tagged, click on the \u201cAdd missing tags\u201d button on the bottom right. Supply the missing information in the following window.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-141784\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/Supply-the-missing-information-in-the-following-window.png\" alt=\"Supply the missing information in the following window\" width=\"347\" height=\"728\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/Supply-the-missing-information-in-the-following-window.png 347w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/Supply-the-missing-information-in-the-following-window-143x300.png 143w\" sizes=\"auto, (max-width: 347px) 100vw, 347px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-141786\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/adding-missing-tags-events-schema-tag.png\" alt=\"Adding missing tags events schema tag\" width=\"561\" height=\"441\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/adding-missing-tags-events-schema-tag.png 561w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/adding-missing-tags-events-schema-tag-300x236.png 300w\" sizes=\"auto, (max-width: 561px) 100vw, 561px\" \/><\/p>\n<p><span data-contrast=\"auto\">When you\u2019re done adding all the important tags, click on the red &#8220;Create HTML&#8221; button on the top right. You should be taken to the View HTML section where you\u2019ll see generated HTML code that has all the info you tagged.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-141783\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/structured-data-code-snippet.png\" alt=\"Structured data code snippet\" width=\"602\" height=\"392\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/structured-data-code-snippet.png 602w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/structured-data-code-snippet-300x195.png 300w\" sizes=\"auto, (max-width: 602px) 100vw, 602px\" \/><\/p>\n<p><span data-contrast=\"auto\">Click Download to download the HTML code, which you can then copy and paste below the &lt;head&gt; section of your event page\u2019s HTML.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">If you are hosting an online-only event, you will have to manually add a couple of lines of code since the Structured Data Markup Helper doesn\u2019t have the option to indicate if the event is strictly virtual.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The code is as follows, with the sample URL in \u201curl\u201d replaced with the actual URL you\u2019ll be using for your online event.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">&#8220;eventAttendanceMode&#8221;: &#8220;https:\/\/schema.org\/OnlineEventAttendanceMode&#8221;,<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u00a0\u00a0\u00a0\u00a0\u00a0 &#8220;location&#8221;: {<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 &#8220;@type&#8221;: &#8220;VirtualLocation&#8221;,<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 &#8220;url&#8221;: &#8220;https:\/\/sample.streamurl.com\/&#8221;<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 },<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h2 aria-level=\"2\"><span data-contrast=\"auto\">How to test your event schema markup<\/span><\/h2>\n<p><span data-contrast=\"auto\">Before you make wholesale changes to your site\u2019s source code, you want to test the generated HTML to see if Google finds the corresponding page eligible for rich results. Fortunately, Google has just the tool for that\u2014the aptly named\u00a0<\/span><a href=\"https:\/\/search.google.com\/test\/rich-results\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">Rich Results Test<\/span><\/a><span data-contrast=\"auto\">.<\/span><\/p>\n<p><span data-contrast=\"auto\">Click on the CODE tab, paste the HTML code generated by Structured Data Markup Helper onto the box, and click on the &#8220;Test Code&#8221; button.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-141785\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/testing-events-schema-markup.png\" alt=\"Testing events schema markup\" width=\"602\" height=\"292\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/testing-events-schema-markup.png 602w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/testing-events-schema-markup-300x146.png 300w\" sizes=\"auto, (max-width: 602px) 100vw, 602px\" \/><\/p>\n<p><span data-contrast=\"auto\">If there are no errors in the code, the test results should show that the page is eligible for rich results.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-141781\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/rich-results-approval.png\" alt=\"Rich results approval\" width=\"602\" height=\"259\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/rich-results-approval.png 602w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/rich-results-approval-300x129.png 300w\" sizes=\"auto, (max-width: 602px) 100vw, 602px\" \/><\/p>\n<p><span data-contrast=\"auto\">Note that the tool will show warnings despite its eligibility, if you don\u2019t include all of the recommended tags for events, such as the name of the performer, the end date, and offers. If you have that information available, it\u2019s highly recommended that you tag them in Structured Data Markup Helper.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h2 aria-level=\"2\"><span data-contrast=\"auto\">Employ event schema markup for easy SEO wins<\/span><\/h2>\n<p><span data-contrast=\"auto\">We may now be in a world where in-person events are a rarity, but that hasn\u2019t curbed our desire for gatherings as we\u2019re naturally social creatures. People will continue to want to take part in mass activities, whether that\u2019s offline or online. Utilising event schema markup, your business can make the pivot towards more online events, whilst standing above the competition in the SERPs through rich results.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">After reading this guide, you should find that it\u2019s not actually too hard to make a start. \u201cStart\u201d is the keyword here, however, as more familiarity with coding can lead you to even deeper customization of your event pages\u2019 HTML for better event search optimization. Schema.org has a whole page dedicated to <\/span><a href=\"https:\/\/schema.org\/event\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">all the properties you can use for events<\/span><\/a><span data-contrast=\"auto\">\u00a0with examples in different formats that, with some studying, can take up plenty of valuable space on Google\u2019s SERPs with the most detailed rich results.<\/span><\/p>\n<p><i><span data-contrast=\"auto\"><a href=\"https:\/\/searchenginewatch.com\/author\/paulmorris\/\" target=\"_blank\" rel=\"noopener noreferrer\">Paul Morris<\/a> is Managing Director of <\/span><\/i><i><span data-contrast=\"none\">UK based SEO agency, Superb Digital<\/span><\/i><i><span data-contrast=\"auto\">.<\/span><\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>UK based\u00a0Superb Digital&#8217;s\u00a0Managing Director explains event schema markup. He provides a guide on how to implement it and win more visibility in SERPs&#8217; rich results.\u00a0<\/p>\n","protected":false},"author":1092,"featured_media":141782,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14,5],"tags":[27813,27848,1396,27910,31,369,37,329,1411,888,22,32,277],"content_type":[],"class_list":["post-141777","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-development","category-seo","tag-covid-19","tag-covid-19-and-seo","tag-development","tag-event-schema-markup","tag-events","tag-evergreen-content","tag-google","tag-rich-results","tag-rich-snippets","tag-schema-markup","tag-seo","tag-serps","tag-structured-data"],"acf":{"tad_independentcommercial":false,"tad_content_format":false},"post_info":{"name":"idris.nagri@blenheimchalcot.com idris.nagri@blenheimchalcot.com","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/08\/rich-results-example.png","category":"Development","timeago":"5y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/141777","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/1092"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=141777"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/141777\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/141782"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=141777"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=141777"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=141777"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=141777"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}