Event Extends: Thing

Event Schema Markup

Event markup tells Google about happenings at specific times and places — from concerts and conferences to workshops and community gatherings. Valid Event markup enables rich event listings in Google Search with date, location, and ticket information.

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Eligible Rich Results

Event Rich Result Event Listing Event Pack

When to Use Event

Conferences Concerts Workshops Webinars Community meetups Festivals

Properties

Property	Type	Status	Description
name	Text	required	The event name or title.
startDate	Date or DateTime	required	When the event starts.
endDate	Date or DateTime	recommended	When the event ends.
location	Place or VirtualLocation	required	Where the event takes place.
description	Text	recommended	Description of the event.
image	URL or ImageObject	recommended	Event promotional image.
offers	Offer	recommended	Ticket pricing and availability.
performer	Person or Organization	optional	Who is performing or presenting.
organizer	Person or Organization	recommended	Who organized the event.
eventStatus	EventStatusType	recommended	Scheduled, Cancelled, Postponed, etc.
eventAttendanceMode	EventAttendanceModeEnumeration	recommended	Online, Offline, or Mixed.
url	URL	recommended	Event page URL.
previousStartDate	Date	optional	Original start date if rescheduled.

JSON-LD Examples

Conference

A multi-day tech conference with ticket information.

{
  "@context": "https://schema.org",
  "@type": "Event",
  "name": "DevCon 2024",
  "startDate": "2024-09-15T09:00:00-07:00",
  "endDate": "2024-09-17T17:00:00-07:00",
  "eventAttendanceMode": "https://schema.org/OfflineEventAttendanceMode",
  "eventStatus": "https://schema.org/EventScheduled",
  "location": {
    "@type": "Place",
    "name": "Convention Center",
    "address": {
      "@type": "PostalAddress",
      "addressLocality": "San Francisco",
      "addressRegion": "CA",
      "addressCountry": "US"
    }
  },
  "image": "https://devcon.com/2024-poster.jpg",
  "description": "Three days of cutting-edge tech talks, workshops, and networking.",
  "offers": {
    "@type": "Offer",
    "url": "https://devcon.com/tickets",
    "price": "599",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "validFrom": "2024-03-01"
  },
  "organizer": {
    "@type": "Organization",
    "name": "DevCon Inc.",
    "url": "https://devcon.com"
  }
}

Online Webinar

A free virtual event with online attendance.

{
  "@context": "https://schema.org",
  "@type": "EducationEvent",
  "name": "Introduction to Machine Learning",
  "startDate": "2024-05-20T14:00:00-04:00",
  "endDate": "2024-05-20T15:30:00-04:00",
  "eventAttendanceMode": "https://schema.org/OnlineEventAttendanceMode",
  "eventStatus": "https://schema.org/EventScheduled",
  "location": {
    "@type": "VirtualLocation",
    "url": "https://zoom.us/j/123456789"
  },
  "description": "A beginner-friendly introduction to machine learning concepts.",
  "offers": {
    "@type": "Offer",
    "price": "0",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock"
  },
  "organizer": {
    "@type": "Organization",
    "name": "AI Learning Hub"
  }
}

Common Mistakes

Not including timezone offset in startDate — '2024-09-15T09:00:00' is ambiguous; use '2024-09-15T09:00:00-07:00'.

Forgetting to update eventStatus when an event is cancelled or postponed.

Using a string for location instead of a Place object with an address.

Not specifying eventAttendanceMode for virtual or hybrid events.

Setting offers.price to 'Free' instead of '0' — price must be a number.

Complete Guide to Event Schema Markup

Event schema markup enables your events to appear in Google's event listings — a dedicated search feature that shows upcoming events with dates, locations, and ticket information. For event organizers, this can be a major source of ticket sales and attendance.

The three essential properties are name, startDate, and location. Without all three, Google won't display the event rich result. For dates, always include the timezone offset to avoid ambiguity — an event at '2024-09-15T09:00:00-07:00' is unambiguous, while '2024-09-15T09:00:00' could be interpreted differently by different systems.

Since 2020, the eventAttendanceMode property has become important. Google uses it to distinguish between in-person, online, and hybrid events, and displays this information prominently in search results. For online events, use VirtualLocation with a URL for the location instead of a Place.

The eventStatus property is critical for managing cancellations and postponements. When an event is cancelled, update the status to EventCancelled but leave the event markup in place — this helps Google communicate the cancellation to people who have already seen the event listing. For rescheduled events, use EventRescheduled and add previousStartDate.

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