Structured data for events including dates, location, and ticketing info, enabling rich results in Google Search and Discover.
Event Schema is a specific type of structured data markup that provides search engines with detailed information about events, including dates, locations, performers, ticket pricing, and availability. This markup follows the Schema.org Event vocabulary and enables Google to display rich event cards in search results, Google Discover, and other search features, making events more discoverable and actionable for users.
When properly implemented, Event Schema transforms plain event listings into enhanced search results that show crucial details at a glance. Users can see event times, venues, pricing, and often purchase tickets directly from search results without visiting the original website. This enhanced visibility can significantly increase event discovery and attendance rates.
Why It Matters for AI SEO
AI-powered search features have made Event Schema increasingly valuable for content discovery. Google Discover now prominently features events with proper schema markup, while AI Overview results often pull structured event data to answer time-sensitive queries about local happenings. The structured nature of event data makes it particularly useful for AI systems that need to understand temporal relationships and location-based information. Search engines use Event Schema to feed AI-driven features like predictive search suggestions and personalized event recommendations. When users search for "things to do this weekend" or similar queries, properly marked up events have a higher chance of appearing in AI-generated result clusters and recommendation engines.
How It Works
Event Schema requires specific properties to maximize rich result eligibility. Essential fields include name, startDate, endDate, location (with address details), and description. Advanced implementations add organizer information, ticket pricing, availability status, and performer details for concerts or shows. The markup can be implemented using JSON-LD, Microdata, or RDFa formats, though Google recommends JSON-LD for its simplicity and separation from HTML content. Tools like Schema Pro and WordLift can automate event markup generation, while Google's Rich Results Test validates implementation before deployment. For recurring events, use the Event series markup to indicate repeating schedules and improve discoverability across multiple dates.
Common Mistakes
Many sites create generic event markup without specific location data, which reduces eligibility for local search features and map integrations. Another frequent error is using vague or incomplete date formatting—Event Schema requires precise ISO 8601 datetime formats for optimal processing. Additionally, failing to update availability status or pricing information in real-time can lead to user frustration when outdated information appears in rich results.