Event Structured Data: Complete Implementation Guide

Why Use Event Schema?

• Triggers prominent event rich results in Google Search showing dates, times, venues, and ticket prices, significantly boosting click-through rates.
• Makes events eligible for Google's dedicated Events search experience, where users can browse and filter events by date, category, and location.
• Supports both physical and virtual events through the eventAttendanceMode property, ensuring all event types receive appropriate rich result treatment.
• Increases the likelihood of appearing in Google's event packs and knowledge panels for location-based and brand-related search queries.
• Provides structured ticket and pricing information to search engines, helping users make attendance decisions directly from search results.

Required Properties

These properties are required by Google for Event structured data to be eligible for rich results.

Recommended Properties

Adding these properties improves your chances of appearing in rich results and provides more context to search engines.

JSON-LD Example

Here is a complete Event structured data example you can use as a starting point. Or use our Event generator to create one automatically.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "MusicEvent",
  "name": "London Jazz Festival 2026 — Opening Night",
  "startDate": "2026-06-12T19:30:00+01:00",
  "endDate": "2026-06-12T23:00:00+01:00",
  "eventAttendanceMode": "https://schema.org/OfflineEventAttendanceMode",
  "eventStatus": "https://schema.org/EventScheduled",
  "location": {
    "@type": "Place",
    "name": "Barbican Centre",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "Silk Street",
      "addressLocality": "London",
      "postalCode": "EC2Y 8DS",
      "addressCountry": "GB"
    }
  },
  "image": "https://example.com/images/london-jazz-festival-2026.jpg",
  "description": "The opening night of the London Jazz Festival 2026, featuring world-class performers in the iconic Barbican Centre.",
  "performer": {
    "@type": "MusicGroup",
    "name": "The Ezra Collective"
  },
  "offers": {
    "@type": "Offer",
    "url": "https://example.com/tickets/london-jazz-festival-opening",
    "price": "45.00",
    "priceCurrency": "GBP",
    "availability": "https://schema.org/InStock",
    "validFrom": "2026-03-01T10:00:00+00:00"
  },
  "organizer": {
    "@type": "Organization",
    "name": "Serious Events Ltd",
    "url": "https://example.com"
  }
}
</script>

How to Implement Event Schema

1. 1Identify all event listing pages on your site, including individual event pages, calendar listings, and any pages promoting upcoming events with dates and venue information.
2. 2Add a JSON-LD script block to each event page. Set the @type to 'Event' or a more specific subtype such as 'MusicEvent', 'BusinessEvent', or 'EducationEvent'.
3. 3Populate the required properties: name, startDate (with timezone), and location. For physical events, use a Place object with a full PostalAddress. For online events, use a VirtualLocation with the event URL.
4. 4Add ticket and pricing information using the offers property. Include price, priceCurrency, availability status, and a direct URL to the booking or registration page.
5. 5Set the eventAttendanceMode and eventStatus properties to reflect whether the event is in-person, virtual, or hybrid, and whether it is scheduled, postponed, or cancelled.
6. 6Validate your structured data with Google's Rich Results Test tool and monitor event pages in Google Search Console for any errors or warnings in the Events enhancements report.

Common Mistakes to Avoid

• Using incorrect or missing timezone information in startDate and endDate values. Always include the UTC offset (e.g., +01:00) or use the Z suffix for UTC to prevent scheduling confusion.
• Marking up past events with structured data that suggests they are still upcoming. Remove or update Event markup once an event has concluded, or set eventStatus to EventCancelled or EventPostponed as appropriate.
• Adding promotional or sales language to the event name, such as 'BEST PRICE' or 'LIMITED OFFER'. The name should be the official event title only.
• Omitting the offers property when ticket information is available on the page. Including pricing and availability data significantly enhances the rich result and user experience.
• Using a generic location like a city name instead of a specific venue with a full postal address. Detailed location data improves local search relevance and map integration.

Testing & Validation

Before deploying your Event structured data, validate it using these tools:

1. 1Google Rich Results Test — Paste your page URL or code snippet to check if your structured data is eligible for rich results.
2. 2Schema Markup Validator — Validates your JSON-LD syntax against the schema.org specification.
3. 3Google Search Console — After deployment, monitor the Enhancements report for any errors or warnings.

Frequently Asked Questions