"Event" schema

The Event schema type describes a scheduled occurrence — a concert, conference, webinar, sporting match, festival, or any other thing that happens at a particular time and place (physical or virtual). It's one of the schema types most likely to produce rich results in Google Search.

When to use it

Use Event for any page that promotes a specific date-bound occurrence. For recurring events (a weekly yoga class, a monthly meetup), you can either list each instance or use eventSchedule with Schedule to describe recurrence.

Event also includes a number of useful subtypes, including BusinessEvent, EducationEvent, Festival, MusicEvent, SportsEvent, and TheaterEvent.

Key properties

Required by Google for rich results:

• name – event name
• startDate – ISO 8601 timestamp with timezone
• location – Place (physical) or VirtualLocation (online)

Recommended properties:

• endDate – when it finishes
• eventAttendanceMode – OfflineEventAttendanceMode, OnlineEventAttendanceMode, or MixedEventAttendanceMode
• eventStatus – EventScheduled, EventCancelled, EventPostponed, EventRescheduled, or EventMovedOnline
• description – event details
• image – promotional image(s)
• organizer – Organization or Person running the event
• performer – the act, speaker, or main participant
• offers – ticketing details (price, priceCurrency, url, availability, validFrom)

Example: in-person event

{
  "@context": "https://schema.org",
  "@type": "Event",
  "name": "Australian SEO Summit 2026",
  "startDate": "2026-09-15T09:00:00+10:00",
  "endDate": "2026-09-16T17:00:00+10:00",
  "eventAttendanceMode": "https://schema.org/OfflineEventAttendanceMode",
  "eventStatus": "https://schema.org/EventScheduled",
  "location": {
    "@type": "Place",
    "name": "Melbourne Convention Centre",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "1 Convention Centre Pl",
      "addressLocality": "South Wharf",
      "addressRegion": "VIC",
      "postalCode": "3006",
      "addressCountry": "AU"
    }
  },
  "organizer": {
    "@type": "Organization",
    "name": "Example Events Co",
    "url": "https://example.com.au"
  },
  "offers": {
    "@type": "Offer",
    "url": "https://example.com.au/tickets",
    "price": "199",
    "priceCurrency": "AUD",
    "availability": "https://schema.org/InStock",
    "validFrom": "2026-04-01T00:00:00+11:00"
  }
}

SEO value

• Eligibility for Google's events rich result (carousel of dates, location, ticket links)
• Inclusion in Google's events experience and Map results
• Stronger entity association for recurring/branded events
• Clear ticket and pricing data surfaced in search

Best practices

• Always include timezone info in startDate and endDate
• For online events, use VirtualLocation with a url
• Don't mark up generic "we have events" pages — only specific, dated occurrences
• Keep ticket URLs functional and pricing accurate

Schema

Disclaimer: All information contained herein is for informational purposes only. It is not advice or instructional.