Event Schema Generator

What is Event Schema Markup?

Event schema markup is structured data you add to your website using JSON-LD that tells search engines exactly what your event is, when and where it happens, who is performing, and how people can get tickets. It follows the Schema.org Event specification, which is the standard recognized by Google, Bing, and other major search engines.

When Google reads valid Event schema on your page, it can create an event rich result in search -- a visually enhanced listing with a date badge, event name, venue, time, and ticket information displayed directly in search results. These rich results stand out from plain blue links and drive significantly higher click-through rates, especially for queries like "events near me" or "concerts this weekend."

How Events Appear in Google Search and Maps

Google uses Event structured data to power several search experiences. The most visible is the events carousel that appears for queries with event intent. Each card in the carousel shows a date badge, event title, time, and venue pulled directly from your schema markup. Events can also appear in the standard search results as enhanced listings with date and location information.

Beyond web search, events with valid schema and a physical location can appear in Google Maps event listings. When a user views a venue on Google Maps, they may see upcoming events associated with that location. This gives event organizers a second discovery channel without any additional effort beyond adding schema to their event page. Google also surfaces events in the "Things to do" and "Events" tabs in mobile search, making structured data essential for visibility.

Virtual vs. In-Person Events

Since 2020, Google has fully supported three event attendance modes. OfflineEventAttendanceMode indicates a traditional in-person event at a physical venue. OnlineEventAttendanceMode marks a fully virtual event, and you provide a virtualLocation with the URL where attendees will join. MixedEventAttendanceMode handles hybrid events that offer both in-person and virtual attendance options.

For online and hybrid events, include both a location (the physical venue, if applicable) and a location of type VirtualLocation with the stream or meeting URL. Google renders these differently in search results, showing a "Virtual" or "Hybrid" label so searchers know the format before clicking.

Recurring Events and Multi-Day Festivals

For recurring events like a weekly open mic night or a monthly business mixer, create separate Event schema for each occurrence with its own specific start and end dates. Google treats each instance as an individual event, allowing it to appear in search results at the right time. Do not use a single event with a broad date range for recurring events -- that leads to inaccurate display in search.

For multi-day events like festivals or conferences, you have two options. If the event runs continuously (e.g., a three-day music festival), use a single Event with a start date on the first day and an end date on the last day. If each day has distinct programming, consider creating a parent Event with subEvent entries for individual sessions, performances, or days. Our generator creates the single-event format -- ideal for most use cases. Use this tool alongside our Local Business Schema Generator and Local Rank Checker to build a comprehensive local SEO strategy.