Whether you’re organizing conferences, concerts, workshops, or webinars, Event schema markup helps your events appear prominently in Google search. Potential attendees can see dates, venues, and ticket information directly in search results.

This guide shows you how to implement Event schema for maximum visibility.

What is Event Schema?

Event schema is structured data that describes events happening at specific times and places. It tells search engines about:

  • Event name and description
  • Date and time
  • Location (physical or virtual)
  • Ticket availability and pricing
  • Organizer and performer information
  • Event status (scheduled, cancelled, postponed)

Where Event Rich Results Appear

A horizontal carousel of events for event-related searches.

Search Results

Enhanced listings with event dates and locations.

Google Maps

Events associated with venues appear on Maps.

Google Discover

Featured events in users’ Discover feeds.

Required Properties

Google requires:

  • name - Event title
  • startDate - When the event begins
  • location - Where the event takes place (physical or virtual)

For virtual events, use eventAttendanceMode and location with VirtualLocation.

For comprehensive event markup:

  • endDate - When the event ends
  • description - Event details
  • image - Event promotional images
  • offers - Ticket information
  • performer - Who’s performing
  • organizer - Who’s organizing
  • eventStatus - Scheduled, cancelled, etc.

Physical Event Example

{
  "@context": "https://schema.org",
  "@type": "Event",
  "name": "Tech Conference 2025",
  "description": "The largest technology conference in the region featuring keynotes from industry leaders, hands-on workshops, and networking opportunities.",
  "image": [
    "https://example.com/photos/conference-1x1.jpg",
    "https://example.com/photos/conference-4x3.jpg",
    "https://example.com/photos/conference-16x9.jpg"
  ],
  "startDate": "2025-06-15T09:00:00-07:00",
  "endDate": "2025-06-17T18:00:00-07:00",
  "eventStatus": "https://schema.org/EventScheduled",
  "eventAttendanceMode": "https://schema.org/OfflineEventAttendanceMode",
  "location": {
    "@type": "Place",
    "name": "Convention Center",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "500 Convention Way",
      "addressLocality": "San Francisco",
      "addressRegion": "CA",
      "postalCode": "94102",
      "addressCountry": "US"
    }
  },
  "organizer": {
    "@type": "Organization",
    "name": "Tech Events Inc",
    "url": "https://techevents.com"
  },
  "offers": {
    "@type": "Offer",
    "name": "General Admission",
    "price": 299,
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "validFrom": "2025-01-01T00:00:00-07:00",
    "url": "https://example.com/tickets"
  }
}

Virtual Event Example

{
  "@context": "https://schema.org",
  "@type": "Event",
  "name": "Digital Marketing Masterclass Webinar",
  "description": "Learn advanced digital marketing strategies in this 2-hour live webinar with Q&A.",
  "image": "https://example.com/webinar-thumb.jpg",
  "startDate": "2025-02-20T14:00:00-05:00",
  "endDate": "2025-02-20T16:00:00-05:00",
  "eventStatus": "https://schema.org/EventScheduled",
  "eventAttendanceMode": "https://schema.org/OnlineEventAttendanceMode",
  "location": {
    "@type": "VirtualLocation",
    "url": "https://example.com/webinar-room"
  },
  "organizer": {
    "@type": "Person",
    "name": "Marketing Expert",
    "url": "https://example.com/about"
  },
  "performer": {
    "@type": "Person",
    "name": "Jane Marketing"
  },
  "offers": {
    "@type": "Offer",
    "price": 0,
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "url": "https://example.com/register"
  }
}

Hybrid Event Example

For events with both in-person and virtual attendance:

{
  "@context": "https://schema.org",
  "@type": "Event",
  "name": "Annual Developer Summit",
  "startDate": "2025-04-10T09:00:00-07:00",
  "eventStatus": "https://schema.org/EventScheduled",
  "eventAttendanceMode": "https://schema.org/MixedEventAttendanceMode",
  "location": [
    {
      "@type": "Place",
      "name": "Tech Center Auditorium",
      "address": {
        "@type": "PostalAddress",
        "streetAddress": "123 Tech Blvd",
        "addressLocality": "Austin",
        "addressRegion": "TX"
      }
    },
    {
      "@type": "VirtualLocation",
      "url": "https://example.com/livestream"
    }
  ]
}

Event Status Options

Communicate event status clearly:

"eventStatus": "https://schema.org/EventScheduled"

Available statuses:

  • EventScheduled - Happening as planned
  • EventCancelled - Event cancelled
  • EventPostponed - Postponed, new date TBD
  • EventRescheduled - Moved to new date
  • EventMovedOnline - Changed to virtual

For rescheduled events:

{
  "eventStatus": "https://schema.org/EventRescheduled",
  "previousStartDate": "2025-03-15",
  "startDate": "2025-04-20"
}

Ticket Options

Single Ticket Type

"offers": {
  "@type": "Offer",
  "price": 50,
  "priceCurrency": "USD",
  "availability": "https://schema.org/InStock",
  "url": "https://example.com/tickets"
}

Multiple Ticket Types

"offers": [
  {
    "@type": "Offer",
    "name": "Early Bird",
    "price": 149,
    "priceCurrency": "USD",
    "availability": "https://schema.org/SoldOut",
    "validFrom": "2025-01-01",
    "validThrough": "2025-02-28"
  },
  {
    "@type": "Offer",
    "name": "General Admission",
    "price": 199,
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "url": "https://example.com/tickets"
  },
  {
    "@type": "Offer",
    "name": "VIP Package",
    "price": 499,
    "priceCurrency": "USD",
    "availability": "https://schema.org/LimitedAvailability",
    "url": "https://example.com/vip-tickets"
  }
]

Free Event

"offers": {
  "@type": "Offer",
  "price": 0,
  "priceCurrency": "USD",
  "availability": "https://schema.org/InStock"
}

Performers and Organizers

Music/Entertainment Events

"performer": [
  {
    "@type": "MusicGroup",
    "name": "The Rock Band"
  },
  {
    "@type": "Person",
    "name": "Solo Artist"
  }
]

Conference Speakers

"performer": [
  {
    "@type": "Person",
    "name": "Dr. Jane Expert",
    "jobTitle": "CEO, Tech Company"
  }
]

Organizer

"organizer": {
  "@type": "Organization",
  "name": "Event Planners Inc",
  "url": "https://eventplanners.com",
  "logo": "https://eventplanners.com/logo.png"
}

Recurring Events

For events that repeat:

{
  "@context": "https://schema.org",
  "@type": "EventSeries",
  "name": "Weekly Yoga Class",
  "subEvent": [
    {
      "@type": "Event",
      "name": "Weekly Yoga Class - January 15",
      "startDate": "2025-01-15T18:00:00"
    },
    {
      "@type": "Event",
      "name": "Weekly Yoga Class - January 22",
      "startDate": "2025-01-22T18:00:00"
    }
  ]
}

Date and Time Format

Use ISO 8601 format with timezone:

"startDate": "2025-06-15T09:00:00-07:00"

Components:

  • Date: 2025-06-15
  • Time: T09:00:00
  • Timezone: -07:00 (PDT)

For all-day events, just use the date:

"startDate": "2025-06-15"

Common Mistakes

1. Missing Location Details

Always include complete address for physical events.

2. Wrong Timezone

Ensure times include correct timezone offset.

3. Outdated Status

Update eventStatus when events are cancelled or rescheduled.

4. Missing Image

Events without images are less likely to appear in carousels.

5. Expired Events

Remove or update schema for past events.

Generate Your Event Schema

Use our free Event Schema Generator to create valid markup for your events.

Enter your:

  • Event name and description
  • Date, time, and timezone
  • Location details
  • Ticket information
  • Organizer details

Get properly formatted JSON-LD ready to add to your event pages.

Measuring Success

Track these metrics:

Search Console

  • Event-related impressions
  • Click-through rate
  • Rich result appearances

Analytics

  • Event page traffic
  • Ticket page visits
  • Registration conversions

Event Metrics

  • Ticket sales
  • Registrations
  • Attendance rate

Conclusion

Event schema is essential for event organizers who want visibility in Google search. With proper markup, potential attendees can see key details directly in search results, increasing the likelihood they’ll click through and register.

Keep your event information current, especially the status and ticket availability. Update immediately when events are cancelled or rescheduled.

Start with your upcoming events and implement schema on all event pages going forward.

Need help promoting your events? I can help you implement Event schema and optimize your event marketing strategy. Get in touch for a consultation.