Event schema is a Schema.org type for scheduled events: conferences, webinars, concerts, classes. It includes properties for name, startDate, endDate, location (Place or VirtualLocation), organizer (Organization), offers (with price and url) and eventStatus. Event schema unlocks rich event results in Google and powers AI citation of event-based queries.
Google displays event details, dates and ticket links directly in search results when Event schema is present. AI engines surface upcoming events in answers to date-bounded queries. Webinars and conferences see substantial traffic lift from Event schema.
name, startDate (with timezone), endDate, location (Place with PostalAddress for physical events, VirtualLocation with url for online events), organizer, offers (with price, priceCurrency, availability, url, validFrom), eventStatus (Scheduled, Cancelled, Postponed, etc.), eventAttendanceMode (Online, Offline, Mixed).
Validate with Google's Rich Results Test. Check Search Console's Events report. Update eventStatus immediately when events are postponed or cancelled to avoid serving stale information.
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