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Events

Schema.org - Events

Contents:

 

Structured Data – Events

This article looks specifically at Events and how using microdata to mark-up events on a website, for broader information on Schema.org mark-up code please follow the link. For extensive and definitive information on Schema.org please follow the link.

Please follow the links below to see examples and explanations of how to implement Schema.org code for:

The Benefits

The image below illustrates how events can appear in  Search Engine Result Pages (SERPs) after having been marked-up. As you can see, and this is indicative of all marked-up SERP listings, this is a more comprehensive listing which is providing the user with more accurate and useful information in regards to events.

The mark-up provides clickable links through to the most relevant pages on the site, along with dates and locations. We also see  a great deal of information relevant to the search and user intent.

Event Types

There are many different types of event that can be specified within the itemtype component. The table below is a complete list of all of these more specific event types that can be defined in addition to simply ‘events’:


itemtype

Description

BusinessEvent

Business & corporate conferences / events

ChildrensEvent

events for children

ComedyEvent

comedy events and festivals

DanceEvent

dance events and festivals

DeliveryEvent

delivery event

EducationEvent

educational events and workshops for schools, colleges and universities

Festival

music, arts, and culture festivals

FoodEvent

food and wine events and shows

LiteraryEvent

literary events

MusicEvent

concerts and gigs

PublicationEvent

publication events

SaleEvent

summer sales, end of season sales, special one off promotional sales, etc.

SocialEvent

social events

SportsEvent

sporting events

TheaterEvent

theatre shows

UserInteraction

workshops

VisualArtsEvent

visual art based events

Properties

There is a range of item properties that can be specified specifically for events, some of these are mentioned above, but the list is exhaustive. In the table below we look at the most commonly used properties and the most useful that are used for the event type.


Property

Expected Type

Description

attendee

Organization  or 

A person or organization attending the event.

Person 

 

doorTime

DateTime 

The time admission will commence.

duration

Duration 

The duration of the item (movie, audio recording, event, etc.) in ISO 8601 date format.

endDate

Date 

The end date and time of the role, event or item (in ISO 8601 date format).

eventStatus

EventStatusType 

An eventStatus of an event represents its status; particularly useful when an event is cancelled or rescheduled.

location

PostalAddress  or 

The location of the event, organization or action.

Place 

 

offers

Offer 

An offer to provide this item—for example, an offer to sell a product, rent the DVD of a movie, or give away tickets to an event.

performer

Organization  or 

A performer at the event—for example, a presenter, musician, musical group or actor. Supersedes performers.

Person 

 

previousStartDate

Date 

Used in conjunction with eventStatus for rescheduled or cancelled events. This property contains the previously scheduled start date. For rescheduled events, the startDate property should be used for the newly scheduled start date. In the (rare) case of an event that has been postponed and rescheduled multiple times, this field may be repeated.

startDate

Date 

The start date and time of the event, role or item (in ISO 8601 date format).

subEvent

Event 

An Event that is part of this event. For example, a conference event includes many presentations, each of which is a subEvent of the conference. Supersedes subEvents.

superEvent

Event 

An event that this event is a part of. For example, a collection of individual music performances might each have a music festival as their superEvent.

typicalAgeRange

Text 

The typical expected age range, e.g. '7-9', '11-'.

workPerformed

CreativeWork 

A work performed in some event, for example a play performed in a TheaterEvent.

Source: Schema.org

Implementation

The article on Schema.org mark-up code and structured data in the Raptor SEO Knowledge Base describes the structure of mark-up code; here we will look exclusively at how to implement this code with a combination of examples.

First we will look at a basic two day event as an example:

<div itemscope itemtype="http://schema.org/Event">
  <a itemprop="url" href="http://www.example.com.au/event-page.html">
  Example event:
  <span itemprop="name">Example Event</span>
  </a>
  <meta itemprop="startDate" content="2015-01-02T19:00">
    Mon, 01/02/15
    7:00 p.m.
  <div itemprop="location" itemscope itemtype="http://schema.org/Place">
    <a itemprop="url" href="http://www.example.com.au/example-location.html.html">
    Example location
    </a>
    <div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
      <span itemprop="addressLocality">Sydney</span>,
      <span itemprop="addressRegion">NSW</span>
    </div>
  </div>
  <div itemprop="offers" itemscope itemtype="http://schema.org/AggregateOffer">
    Priced from: <span itemprop="lowPrice">$50</span>
    <span itemprop="offerCount">100</span> tickets left
  </div>
</div>

In this example we set all of the following values for the properties of the event:

  • URL of the events page
  • Name of event
  • Start date of the event
  • Start time of the event

But we also state an Item Type of ‘Place’, ‘PostalAddress’ and ‘AggregateOffer’; for these item types we state the following item properties:

  • URL of event centre / location
  • Address locality
  • Address Region
  • Lowest price / price from
  • Offer count / volume of available tickets remaining for the event

On page this would appear to a site visitor as the following:

Example event:
Mon, 01/02/15
7:00 p.m.
Example location
Sydney
NSW
Priced from: $50
100 tickets left

This is also how the text would appear if the microdata code was not present. The first thing to note is that for the user visiting the page, there is no difference visually… However Google would not know that this is an event, that it starts on 01/02/15, or that it’s in Sydney. What the microdata does is define then describe each component to search engines.

The next example shows how to mark-up a festival event:

<div itemscope itemtype="http://schema.org/Festival">
  <a itemprop="url" href="http://www.example.com.au/festival-page.html">
  Example Music Festival:
  <span itemprop="name">Example Music Festival</span>
  </a>
  <meta itemprop="startDate" content="2015-01-02T07:00">
    Mon, 01/02/15
    7:00 a.m.
<meta itemprop="endDate" content="2015-03-02T23:00">
Until 01/03/15
<meta itemprop="duration" content="P2D">
2 Day Festival
  <div itemprop="location" itemscope itemtype="http://schema.org/Place">
    <a itemprop="url" href="http://www.example.com.au/festival-location.html.html">
    Festival Location
    </a>
    <div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
      <span itemprop="addressLocality">Sydney</span>,
      <span itemprop="addressRegion">NSW</span>
    </div>
  </div>
  <div itemprop="offers" itemscope itemtype="http://schema.org/AggregateOffer">
    Priced from: <span itemprop="lowPrice">$50</span>
    <span itemprop="offerCount">100</span> tickets left
  </div>
</div>

On page this would appear to a site visitor as the following:

Example Music Festival:
Mon, 01/02/15
7:00 a.m.
Until 01/03/15
2 Day Festival
Example location
Sydney
NSW
Priced from: $50
100 tickets left

Durations and time are set using the ISO_8601 Standard and hence need to be created in adherence to that standard. More information of ISO_8601 can be found by clicking the link.

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