Event Schema for Events: The Complete 2026 Guide

Event schema is a structured data vocabulary that describes events including concerts, conferences, webinars, workshops, and meetups. When implemented on event pages, it enables rich results that display event dates, location, ticket availability, and performer information directly in search snippets. This guide covers the on-page application of Event schema for event listing and registration pages, distinguishing it from general content schema strategies covered elsewhere.

Event rich results display a prominent date badge, location marker, and ticket status in the SERP. Users can see the event date at a glance without clicking through, which pre-qualifies intent and drives higher conversion rates for ticket sales. Google also uses Event schema to power the events knowledge panel and event search features on mobile.

Google's documentation confirms that Event schema enables rich results for event pages including date, location, and ticket availability displays. Events with valid schema are eligible for Google's event search features and knowledge graph integration.

The core properties for Event schema include:

• @type: Use Event or a subtype like BusinessEvent, MusicEvent, or Webinar.
• name: The event name.
• description: A short description.
• startDate: The ISO 8601 start date and time.
• endDate: The ISO 8601 end date and time (optional but recommended).
• location: A Place or VirtualLocation object with name and address or URL.
• eventStatus: The event status URL from Schema.org (e.g., EventScheduled).
• eventAttendanceMode: Required for hybrid or online events.
• offers: An Offer object with price, currency, and availability.
• performer: Optional. A Person or Organization performing.

Below is a complete JSON-LD block for an event page. Place it inside a <script type="application/ld+json"> tag.

{
  "@context": "https://schema.org",
  "@type": "MusicEvent",
  "name": "Summer Music Festival 2026",
  "description": "A three-day outdoor music festival featuring 20+ artists across four stages.",
  "startDate": "2026-07-10T16:00:00-05:00",
  "endDate": "2026-07-12T23:00:00-05:00",
  "eventStatus": "https://schema.org/EventScheduled",
  "eventAttendanceMode": "https://schema.org/OfflineEventAttendanceMode",
  "location": {
    "@type": "Place",
    "name": "Riverside Park Amphitheater",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "500 River Drive",
      "addressLocality": "Austin",
      "addressRegion": "TX",
      "postalCode": "78701",
      "addressCountry": "US"
    }
  },
  "offers": [
    {
      "@type": "Offer",
      "name": "General Admission",
      "price": "149.00",
      "priceCurrency": "USD",
      "availability": "https://schema.org/InStock",
      "validFrom": "2026-03-01T10:00:00-06:00",
      "url": "https://example.com/festival-2026/tickets"
    },
    {
      "@type": "Offer",
      "name": "VIP Pass",
      "price": "349.00",
      "priceCurrency": "USD",
      "availability": "https://schema.org/LimitedAvailability",
      "validFrom": "2026-03-01T10:00:00-06:00",
      "url": "https://example.com/festival-2026/vip"
    }
  ],
  "performer": [
    {
      "@type": "MusicGroup",
      "name": "The Headliners"
    },
    {
      "@type": "MusicGroup",
      "name": "Opening Act Band"
    }
  ]
}

Use the specific event subtype that matches your content. MusicEvent for concerts, BusinessEvent for conferences, Webinar for online events. The more specific the type, the better Google can classify and surface the event.

For online events, set eventAttendanceMode to https://schema.org/OnlineEventAttendanceMode and use a VirtualLocation with a url property for the location field. For hybrid events, use https://schema.org/MixedEventAttendanceMode and include both physical and virtual locations.

Validate every event page's schema with Google's Rich Results Test. Confirm that startDate is a valid ISO 8601 datetime with timezone offset. Check that eventStatus uses the full Schema.org URL format. Verify that offers includes at least one valid price and currency. Run a site-wide audit of all event URLs to ensure no past events show EventScheduled status.

1. Google Search Central. "Event structured data." https://developers.google.com/search/docs/appearance/structured-data/event
2. Schema.org. "Event type definition." https://schema.org/Event
3. Google Developers. "Rich results test." https://search.google.com/test/rich-results