Event Schema

Qualify event-related content for rich results in organic search

The Event Case for Structured Data Markup

Leveraging the organic search channel to promote anything from a concert to a conference, or even a retreat is one of the best ways to grow awareness, consideration, and sales for your event. One of the ways Google is helping event marketers increase each of these key performance metrics is by offering the opportunity to markup event-related content on their websites in order to qualify for rich results in search that display more information and features beyond the event link – including elements like ticket pricing, availability, imagery, speaker information, and location all on the search results page. 

Think about the bottom line benefit of this markup strategy. As target customers are browsing the internet for a type of conference, for example, are they more likely to click on your result with more information on the page or are they more inclined to pick on a competitor’s result with just the standard blue link showing? The answer is clear. Customers will tend to click on the result displaying more information because it satisfies the query faster, it enables them to take action faster, and there is a sense of credibility and trustworthiness conveyed when Google is willing to prominently display this information among the organic results.

You can read Google’s documentation on event markup here.

Infographic of Event Schema Markup Opportunities

Event Schema Example

LendIt, a prominent FinTech company, relies on Huckabuy’s automated structured data to populate event-based rich results for key elements of its business like the 2019 “LendIt FinTech Europe” Conference. Shown below are the rich results from the event schema populated on their site: the dates, location, ticket information, and map of the conference, among other elements directly on the search results page.

Lendit Rich Result
Lendit Additional Event Info Image

Frequently Asked Questions

A: Event schema is a class of structured data markup that informs Search Bots about all the important details on a webpage for events like concerts, conferences, sports games, and festivals. As a result of this markup type, customers discover and engage with event links in a more user-friendly fashion.

A: By communicating to Google everything it should know about your event or events, they can embed this important information directly in the search results page. If your business is competing with other events, attempting to drive more attendance, or looking to improve the customer experience for elements such as sign-ups or purchases, this is an excellent markup type to include in your website’s SEO strategy. Imagine yourself as the customer: are you more likely to engage with a standard blue link or one with additional features like location, pricing, and start date that help you satisfy your query or task faster?

A: Location, address, start date, end date, description, images, price, availability, currency, speaker, and performer are some of the recommended pieces of information you should include in the markup, depending on the event type.

A: Adding schema markup, also referred to as structured data markup, to your website is a time-consuming and resource-intensive project. If you are looking for a fully-automated solution, check out Huckabuy’s automated structured data software.

Contact Huckabuy today.

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