Event Schema

Event Schema

The Event schema is employed by websites to offer structured details about various events. It enables search engines to grasp the specifics of events showcased on a website, thereby improving their visibility in search results.

Implementing the Event schema is akin to using other specific schemas like the FAQPage or NewsArticle. It entails giving search engines precise information about the event. When an Event schema is added to a webpage, it outlines essential information such as the event name, date, location, and description. This markup enhances how events are presented in search results, providing users with immediate insights into the event details.

For event listings, the Event schema includes both mandatory and optional fields, as follows:

Mandatory Fields:

name: The name of the event.

startDate: The starting date and time of the event.

location: The venue of the event, which can include detailed sub-properties like address.

Recommended Fields:

endDate: The ending date and time of the event.

description: A summary or brief description of the event.

image: Images related to the event.

organizer: The organizer of the event.

eventStatus: The current status of the event (e.g., scheduled, canceled, postponed).

performer: The performer(s) at the event.

offers: Details about tickets for the event, including price and availability.

While the mandatory fields are essential for a valid Event schema, including the recommended fields can greatly improve the user experience by offering more comprehensive details. This, in turn, can positively impact the event’s search rankings and visibility, making it easier for potential attendees to find and understand event information.

Here is an example of Event schema looks like:

How to access Event schema using Rich Snippets

Access it from METAs – Rich Snippet – Event

Clicking on the “+” symbol will open up a panel where you can start editing and customizing your Schema Template.

A pop-up will appear

Add your data, a question and its answer.
Mandatory fields will have small red starlike symbol (*) added to them:

From Description add your description, think of it like adding a mini-advertisement for your event

Select the Event type you wish to add: 

Event status – indicates if the event is still scheduled to happen, has been canceled, or is being postponed to a later date

Event attendance mode – refers to how the event will take place, online, offline or a mix of the two

Location – in this field, ensure you add the relevant data to where your event will take place, making sure to manually add this information

Performer – this property can include details such as the performer’s name, type, website

Organizer – is used to detail the organizer’s name, type (e.g., Person or Organization), and contact information. 

Use ISO 8601 Format: This is the standard way to write dates and times, making it clear and understandable worldwide. For dates, use YYYY-MM-DD (e.g., 2024-03-30). If you’re including the time, write it like YYYY-MM-DDThh:mm:ss plus a time zone if needed (e.g., 2024-03-30T10:00:00+00:00 for 10 AM UTC).

Offers refer to the details (price, availability, currency etc) about tickets or registrations for the event.

Reviews provide social proof, showing potential attendees what others thought of the event, provide a numerical rating, typically on a scale (e.g., 1 to 5)

Adding image URLs helps with visual appeal, clarity, increases click-through rates, improves user experience, and boosts SEO visibility.

Make sure to click on Save

With this you have an Event schema set up. All there is left to do is check it up and see if it works as expected. This is easier than you imagine, and Squirrly will help with the steps.

Verify Markup

After saving your changes, you can verify that the Event schema markup has been added correctly by viewing the page or post source code. Look for the JSON-LD markup representing the Event schema.

1. Click on JSON-LD Code – Validate JSON-LD

2. A new page / tab will open please, click on TEST CODE

3. A small pop-up appears, and you will have to wait a few moments for the data to be processed
4. Once data is processed, you will be able to see your work, test it, share it and use it to enhance your work.

For further details, we recommend referring to the following resources
Event Schema
Event (Event) structured data

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