SEO Glossary /

Event Schema

Event schema is a type of structured data markup used to provide search engines with detailed information about events mentioned on a webpage. It is part of the Schema.org vocabulary, a collaborative effort by major search engines to create a standardized set of microdata tags for better content understanding and display in search results.

By implementing event schema, websites can enhance the appearance of their event listings in search results, making them more engaging, informative, and clickable.

Some key uses of event schema include:

  1. Rich snippets: Event Schema enables rich snippets, which display additional event details like date, time, location, and ticket information directly in search results. This can improve click-through rates and drive more targeted traffic to event pages.
  2. Voice search optimization: With the growing popularity of voice assistants, Event Schema helps search engines provide accurate, spoken answers to event-related queries.
  3. Google’s Event Experience: Proper Event Schema implementation can make an event eligible to appear in Google’s dedicated Events search results, increasing visibility and potential attendance.
  4. Knowledge Graph: Event Schema contributes to Google’s Knowledge Graph, which powers various search features like event carousels, side panels, and entity recognition.
Above: Example of Google’s Event Experience, a browsable display featuring local online and offline events.

To implement event schema, site managers can add JSON-LD (JavaScript Object Notation for Linked Data) markup in the HTML of their event pages. This markup contains structured event details like name, description, start and end dates, location, organizer, and ticket URLs.

By leveraging event schema, event organizers, ticketing platforms, and local businesses can enhance their online presence, attract more event attendees, and improve the user experience for those searching for event information.

How to Add Event Schema in WordPress

All in One SEO, a WordPress SEO plugin, provides a click-button way to add event schema, and other schema types, to your web pages.

No coding knowledge is required. Learn more in this tutorial on adding event schema in WordPress.