How To Boost Engagement With Event Schema Markup

Have you ever searched for an event near you on Google, and instead of a simple search result appearing on the result page, you see rich snippets of the event with a brief description, the date of the event, pictures of the event, and the venue and ticket prices appearing? Have you ever wondered how and why the search engine shows such a detailed event result? The answer is Event Schema Markup. Event Schema Markup is an SEO tool that displays rich snippets of an event on SERPs. Let us learn more about this amazing SEO tool in detail.

What is an Event Schema Markup?

Event schema markup is structured code or data added to your website’s HTML code, which helps Google get a better idea about the events listed on your website. It allows Google to provide its users with “rich snippets” or “rich results” of your website and displays your page in a more exciting way.

The main idea behind providing schema markup for your website is to help search engines find details about the content on your website and help display more accurate results on the search engine.  So, if you have an event listed on your website, schema markup will help Google get a better idea about the date and time of the event, ticket prices, and other details and help display more specific information to your audience. This assists your audience in finding information easily and encourages them to click on your website to learn more about the event.

What are the SEO Benefits of Using Event Schema Markup?

In a world flooded with online and offline events, you need to implement event schema markup to help your event stand out from the crowd and be displayed in an enticing way on Google. Along with this, Schema Markup also has numerous SEO benefits that have been mentioned below:

Rich results

Rich results are more than simple search results. When you add schema markup on your website, it appears on the search engine results page as rich snippets with various information about your events, such as date, time, rating, price of the tickets, and enticing photos. This enhances the attractiveness of your event, encouraging more people to visit. Moreover, your target audience can find important information about your event without having to click on your website, enhancing the search experience. Further, it increases the credibility of your event because it appears at the top of the search engine results page.

Click-through rate (CTR) increase

Schema markup improves your website’s visibility in the SERPs and increases its Click-Through Rate. When your website appears in rich snippets, your audience is enticed to click on your website to learn more about your event.

Traffic boost

Schema Markup enhances your search engine visibility, leading to more website traffic.  These structured data provide search engines with accurate information about your event. When users find accurate information about your event easily on the search results page, they are likelier to click on your website, boosting overall traffic. Moreover, Schema Markup establishes credibility for your event, so you will witness higher registrations and increased foot traffic if your event is offline.

Voice search optimization

Voice search devices such as Alexa, Siri, and Google Assistant are gaining popularity, and when you add schema markup on your website, you help them find more accurate voice search answers from your website. It also ensures that the voice search assistant can provide correct information about your event to its users.

For instance, if you organize a music concert, you can add long tail keywords such as “music concerts near me” to optimize it for voice search. Now, when you use event schema, your event will likely be the direct answer for a search query.

What Types of Events Can You Markup?

You can add schema markup for almost every type of event. However, for a better understanding, the events are classified into four types:

1. Standard Events: You can schema markup a standard event or an event happening in a physical location and at the scheduled time.
2. Online events: Some events are held online without a physical location. You can schema markup such events as well.
3. A mix of online and offline events: Events happening online and offline can be optimized with the help of schema markup.
4. Event with an updated status: You can also update the status of a particular event with the help of schema markup. For instance, if the event date has changed, you can use this tool to update this information to your target audience.

Google About the Event Schema Markup

Event Schema markup makes finding information about your event easier on Google search engine result pages and Google Maps. This structured data makes your event appear on Google’s search results along with your logo, information about the event, and pictures you would like to display.

Google suggests that if you have an upcoming event, you must add schema markup to help Google understand your event and display it in a more informative way. There are three options through which your event can be displayed with “rich snippets” or “rich results.”

1. If you are partnering with a third-party event organizer, such as a ticketing website or social media, to post about your event, check if they have integrated Google event schema to highlight your event. If they have, you don’t have to worry about your event’s rich snippet because it is already on display.
2. If the above criteria are not fulfilled, check if the CMS tool you use has a plugin that integrates structured data. You can also use a data highlighter to tell Google about your event without editing your HTML code.
3. If you are comfortable editing your HTML, you can directly integrate structured data into your URL.

How to Implement Event Schema Markup

When you have an event lined up, Schema Markup helps your target audience find information about the event directly from the search engine. However, correctly implementing Schema Markup is crucial if you want to enjoy the maximum benefits. Here is how you can implement Schema markup correctly:

Choose the Right Format:

There are three formats of Schema markup:

 

• JSON-LD
• Microdata
• RDFa

Javascript Object Notation for Linked Objects (JSON-LD):  This method uses Java script format to implement schema markup. JSON syntax used in this format makes implementing Schema Markup easier for developers.

Microdata: If you are a pro in HTML, microdata is an easier format to implement schema markup. This method uses HTML tags and attributes. However, because it is lengthier than JSON-LD, it is not the first preference among developers.

RDFa: RDFa also uses HTLM tags and attributes but is verbose.

While choosing the right format of schema markup, remember that Microdata and RDFa are older methods and are more prone to errors. Hence, JSON-LD is the most preferred choice. However, which format you will use for your event schema markup depends on what your developer is comfortable with.

Craft the Markup:

To craft the perfect event schema markup, you need to follow the steps given below:

Step 1: Visit Google’s Structured Data Markup Helper:

You need to go to Google’s Structured Data Markup Helper tool and navigate your way to the data type.

Step 2: Select the data type: 

You must select “Events” as the data type.

Step 3: Paste your URL: 

Paste the URL where you want to implement schema markup and click “Start tagging.” If you only have an HTML code, you can paste that instead of the URL. Once you click “start tagging,” you will see a workspace where you can start tagging the items.

Step 4: Start marking your page: 

Now, highlight the portion you need to markup. For instance, you can highlight brief details about the event, the location, dates, and ticket prices. You can add as many markup properties as you want.

Step 5: Generate HTML: 

Once you are done marking, click “Generate HTML.” You will receive the code you can add to your page. You can choose between Microdata, JSO-LD, or RDFa, whichever you prefer.

Step 6: Now add the markup to your page:

You can easily copy the code from the tool interface and add it to your page’s HTML.

Event Schema Template

Here is an event schema template marked with JSON-LD of a winter carnival to help you understand it better:

<html>

<head>

<title>Winter Wonderland Carnival </title>

<script type=”application/ld+json”>

{

“@context”: “https://schema.org”,

“@type”: “Event”,

“name”: “Winter Wonderland Carnival”,

“startDate”: “2025-07-21T19:00-05:00”,

“endDate”: “2025-07-21T23:00-05:00”,

“eventAttendanceMode”: “https://schema.org/OfflineEventAttendanceMode”,

“eventStatus”: “https://schema.org/EventScheduled”,

“location”: {

“@type”: “Place”,

“name”: “Snickerpark Stadium”,

“address”: {

“@type”: “PostalAddress”,

“streetAddress”: “100 West Snickerpark Dr”,

“addressLocality”: “Snickertown”,

“postalCode”: “19019”,

“addressRegion”: “PA”,

“addressCountry”: “US”

}

},

“image”: [

“https://example.com/photos/1×1/photo.jpg”,

“https://example.com/photos/4×3/photo.jpg”,

“https://example.com/photos/16×9/photo.jpg”

],

“description”: “Winter Wonderland Carnival is coming to Snickertown.”,

“offers”: {

“@type”: “Offer”,

“url”: “https://www.example.com/event_offer/12345_201803180430”,

“price”: “30”,

“priceCurrency”: “USD”,

“availability”: “https://schema.org/InStock”,

“validFrom”: “2024-05-21T12:00”

},

“performer”: {

“@type”: “PerformingGroup”,

“name”: “Kira and Morrison”

},

“organizer”: {

“@type”: “Organization”,

“name”: “Winter Wonderland by the Morrisons”,

“url”: “https://Winterwonderlandcarnival.com”

}

}

</script>

</head>

<body>

</body>

</html>

Testing Your Event Schema Markup

You can test your event Schema Markup in the Rich Results Tool. All you need to do is enter your URL or code, and any error or warning detected will be shown on the right-hand side of the screen. If you find any error, you can edit the code, fix the markup on the left side of the screen, and click on “Run Test” to revalidate the page.

Conclusion

If you are organizing an event, implementing Schema Markup can help you promote your event and increase its online and foot traffic. Schema markup helps Google better understand what your event is all about and displays rich results on the search engine with accurate information. This, in turn, creates excitement among your target audience and entices them to learn more about it. So, if you want to know the secret behind organizing a successful event, it is Schema Markup.