Overview
Mark up your organized events so that users can discover events through Google Search results and other Google products like Google Maps.
You can add all types of events through markup — from performances by famous artists, to a neighborhood salsa class. Adding markup to your events makes it easier for users to discover and attend your event.
If you only have a few events on your website, you can use the Data Highlighter.
Example
The image on the right shows event search results for "jazz concerts this weekend". See JSON-LD code for this example in the Structured Data Testing Tool. You can also use Microdata or RDFa syntax.
Guidelines
You must follow the general structured data quality guidelines and technical guidelines for your event to be eligible to be shown in Search results. In addition, the following guidelines apply to event structured data.
Technical guidelines
- The target page must contain structured data items from event types on schema.org.
- Each event MUST have a unique URL (a leaf page) and markup on that URL.
Content guidelines
- Each event must accurately describe the event name, start date, and location.
- Avoid marking non-events as events:
- Don’t promote non-event products or services such as "Trip package: San Diego/LA, 7 nights" as events.
- Don’t add short-term discounts or purchase opportunities, such as: "Concert — buy your tickets now," or "Concert - 50% off until Saturday."
- Don’t mark business hours as events, such as: "Adventure park open 8 AM to 5PM."
- Don't mark coupons or vouchers as events, such as: "5% off your first order."
- Mark up multi-day events correctly:
- If your event or ticket info is for an event that runs over several days, specify both the start and end dates of the event.
- If there are several different performances across different days, each with individual tickets,
add a separate
Eventelement for each performance.
Structured data type definitions
The full definition of Event is available
on Schema.org.
You must include the required properties for your structured data to display in enhanced search results. Any event that is missing the required fields will not be considered for enhanced search results. You can also include the recommended properties to add more information to your structured data, which could provide a better user experience.
In your JSON-LD, set the @context to "http://schema.org/" and
@type to "Event". For example:
"@context": "http://schema.org", "@type": "Event"
You can use the Structured Data Testing Tool to validate and preview the appearance of your page in search results. Here is an example of previewing an event in search.
| Properties | |
|---|---|
description
|
Text, recommended Description of the event. For example: "description": "Join us for an afternoon of Jazz with
Santa Clara resident and pianist Andy Lagunoff. This concert
series is in honor of Jan Lieberman, former Santa Clara City
children's librarian, mentor, and friend. The series is
sponsored by the Foundation and Friends of the Santa Clara
City Library."
Best practices:
|
endDate
|
DateTime, recommended The end date and end time of the event. Use the same format as "endDate": "2017-04-24T23:00-08:00" Don't enter fake time or 00:00 if the end time isn't known. Instead, only specify the end date. For example: "endDate": "2017-04-24" |
image
|
Repeated field of ImageObject or URL, recommended URL of an image or logo for the event or tour. We recommend that images are 1920px wide (the minimum width is 720px). Additional image guidelines:
For example: "image": [ "https://example.com/photos/1x1/photo.jpg", "https://example.com/photos/4x3/photo.jpg", "https://example.com/photos/16x9/photo.jpg" ] |
location
|
Place, required A nested Place. For example: "location": {
"@type": "Place",
"name": "Santa Clara City Library, Central Park Library"
}
|
location.address
|
PostalAddress, required The venue's detailed address. For example: "location": {
"@type": "Place",
"name": "Santa Clara City Library, Central Park Library",
"address": {
"@type": "PostalAddress",
"streetAddress": "2635 Homestead Rd",
"addressLocality": "Santa Clara",
"postalCode": "95051",
"addressRegion": "CA",
"addressCountry": "US"
}
}
Best practices:
|
location.name
|
Text, recommended The venue's detailed name. For example: "location": {
"@type": "Place",
"name": "Santa Clara City Library, Central Park Library"
}
|
name
|
Text, required Title of the event. For example: "name": "Jan Lieberman Concert Series: Journey in Jazz" Best practices:
|
offers
|
Offer, recommended A nested Offer, one for each ticket type. For example:"offers": {
"@type": "Offer"
}
|
offers.availability
|
Text, recommended One of the following: For example: "offers": {
"@type": "Offer",
"availability": "http://schema.org/InStock"
}
|
offers.price
|
Number, recommended The lowest available price, including service charges and fees, of this type of ticket. For example: "offers": {
"@type": "Offer",
"price": "30"
}
|
offers.priceCurrency
|
Text, recommended The 3-letter currency code. For example: "offers": {
"@type": "Offer",
"priceCurrency": "USD"
}
|
offers.validFrom
|
DateTime, recommended The date and time when tickets go on sale (only required on date-restricted offers), in ISO-8601 format. For example: "offers": {
"@type": "Offer",
"validFrom": "2017-01-20T16:20-08:00"
}
|
offers.url
|
URL, recommended The URL of a page providing the ability to buy tickets. For example:"offers": {
"@type": "Offer",
"url": "https://www.example.com/event_offer/12345_201803180430"
}
This URL must meet the following requirements:
|
performer
|
Person, recommended A nested PerformingGroup or Person, one for each performer. For example: "performer": {
"@type": "PerformingGroup"
}
|
performer.name
|
Text, recommended The performer's name. For example: "performer": {
"@type": "PerformingGroup",
"name": "Andy Lagunoff"
}
|
startDate |
DateTime, required The start date and start time of the event in the local timezone. For example: "startDate": "2018-03-21T16:00" You can also add time in the UTC zone using ISO-8601 format. For example: "startDate": "2018-03-21T16:00-08:00" Best practices: If you don't know the start time, don't enter fake time or 00:00. Instead, only specify the start date. For example: "startDate": "2018-03-21" |
Troubleshooting
If your site is not displaying as an option for purchasing tickets, follow the steps below:
- Make sure that your structured data includes the
offers.urlproperty. - Ensure that your URL meets the URL requirements for
offers.url. - Ask Google to recrawl your site.
- Submit a request for (re)evaluation.