Event Schema (Event)
Event schema is the schema.org Event type, structured data that tells a machine an event’s name, when it starts, and where it takes place, usually written as JSON-LD on the page that describes the event. It turns a page about a workshop, a concert or an open day into a record a crawler can read without interpreting the prose.
What the type requires
The schema.org definition is broad; Google’s event structured data documentation says which properties it needs before it will use the markup. Three are required: name, the event’s own title rather than the venue or a promotion; startDate in ISO 8601 with a timezone; and location, given as a place with a name and a full postal address. Recommended on top: endDate, description, image, offers with price, currency and availability, organizer, performer, and eventStatus, which records that an event was canceled, postponed or rescheduled. The same page asks that a postponed event keep its original startDate alongside the status change, so the record stays traceable.
One event, one page
Google’s guidance is for pages about a single event, each at its own URL, not a calendar page listing many. Events that are online only with no physical location, or that need a membership or an invitation to attend, are outside what it supports. For a business that runs public events this sets the shape of the site: a page per event, with the markup on that page, rather than one events page that changes. It also sets what an assistant asked “what is on this weekend” can find: a dated, located record it can fetch and quote, or a paragraph it has to parse.
A common question
Can one events listing page carry the markup for everything a business runs?
No. Google's guidance covers pages about a single event, each at its own address, rather than a calendar that lists many, so a business running public events needs a page per event with the markup sitting on it. Two kinds of event fall outside what is supported: ones that are online only with no physical location, and ones that need a membership or an invitation to attend. The shape also decides what an assistant asked what is on this weekend can use, since a dated and located record can be quoted while a paragraph has to be interpreted.
Related terms
Sources
Type definition: schema.org, Event. Required and recommended properties, eligibility: Google Search Central, event structured data. No figures on this page.