Google has updated its events function in search to add features that provide more details about various events to users. This update allows more ticket sellers and event creators to have their sites featured, making Events structured data more crucial than ever.
What is Event Structured Data?
Event structured data is used to communicate information about an event, typically utilizing a script known as JSON-LD. Key data to include in Schema.org Structured Data are:
- Location
- Address
- Name of event
- Start and end time of event
- Description of event
- Image
- Information about tickets and prices
Opportunity to Communicate More
The enhanced Event search will display more event-related information, necessitating the submission of detailed information via valid Schema.org structured data.
“When you search on your phone for terms like “events near me” or “free concert” in the U.S., you’ll not only find a list of events from various sites but also key information about the event directly on Search.”
The Events Search will showcase multiple ticket sellers and save event location web pages. It’s important for event organizers and ticket sellers to correctly implement schema.org structured data markup.
Google’s Developers Guidelines for Events
Google offers a developers page with guidelines for Events structured data markup, including tips for the type of information to provide while cautioning against spamming event listings with non-event items like sales or services.
Official Schema.org Page for Events
Visiting the official Schema.org page for Events will provide a comprehensive list of properties that can be used to describe your event. Being thorough in detailing your event can be more beneficial despite Google potentially not using all the information provided.
Google’s Requirements for Events Markup
While Schema.org supports specific event types like BusinessEvent and ComedyEvent, Google’s enhanced search results only support the general Event structured data markup. Google’s developer page states that only this markup will be considered for enhanced search results.
Google requires certain properties for structured data to appear in search results. Events missing these required fields will not qualify for enhanced Search results.
About More Specific Event Markup
Schema.org offers official markup for specific event types, though these are not used by Google for enhanced search results. Using these specific markups might still benefit sites that aren’t focused on ticket sales or event hosting, by better detailing what the event entails.
Here’s a list of more specific structured data in the Schema.org core:
- BusinessEvent
- ChildrensEvent
- ComedyEvent
- CourseInstance
- DanceEvent
- DeliveryEvent
- EducationEvent
- ExhibitionEvent
- Festival
- FoodEvent
- LiteraryEvent
- MusicEvent
- PublicationEvent
- SaleEvent
- ScreeningEvent
- SocialEvent
- SportsEvent
- TheaterEvent
- VisualArtsEvent
Takeaway: Enhanced Events Can Help Local Businesses
Entities hosting events can benefit from enhanced listings. For instance, a business may host a class in their store and get an enhanced listing for that event. As long as the event is genuine and not a sales event, it can be listed on Google. This includes markets hosting cooking events, craft stores offering classes, or sports equipment stores hosting lectures. Compliance with Google’s guidelines is essential for success.
Images by Shutterstock, Modified by Author
