Rich Result SERP Feature

Events SERP Feature

A complete guide for implimenting the Events SERP feature.

What are Event SERP features?

Event features are considered upgrades to the traditional blue link in the SERP.

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Potential benefits

  • Rise in search rankings
  • Build brand recognition
  • Increase click-through-rate

Implement schema markup

Website owners, marketers and SEO professionals can greatly increase their chances of getting a rich results for their webpages by implimenting schema markup.

See schema examples

We created a schema markup generator specificaly designed for triggering rich results. Try it!

Schema generator
  • Event Title
  • Event Date and Time
  • Event Location
  • Event Description
  • Event Organizer Information
  • Ticket Information
  • Link to Event Page
  • RSVP or Registration Details
  • Event Organizers
  • Concert and Entertainment Promoters
  • Event Ticketing Platforms
  • Local Businesses
  • Tourism and Travel Agencies
  • Cultural and Arts Organizations
  • Educational Institutions
  • Nonprofit and Charity Organizations
  • Event Venues
Obtain-ability:
Deprecated
Low
Moderate
High
Near Certain
Likelihood of acquiring

Screenshots

Desktop
Screenshots
Mobile
Screenshots

The SERP feature is only shown on desktop devices.

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The Event SERP feature is only shown on mobile devices.

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More tips on getting

  • 1.

    To increase the visibility of your event in search results, use structured data markup, such as JSON-LD or microdata, to provide search engines with specific information about your event. Include details like the event name, date, time, location, ticket information, and a brief description. Structured data can enhance the chances of your event being featured in event-related SERP features.

  • 2.

    If your event is location-specific, focus on local SEO optimization. Ensure that your event's location information is accurate and consistent across all platforms, including your website, Google My Business, social media, and event listing websites.

  • 3.

    Utilize event listing websites, such as Eventbrite, Meetup, or Eventful, to promote your event. These platforms are often featured in event-related SERP features, so having a presence there can increase your event's visibility. Make sure your event details are complete and include a link to your event website or ticketing page.

  • 4.

    Leverage social media platforms to create buzz and generate interest in your event. Share engaging content, event updates, and encourage attendees to share their excitement. Social media posts are often featured in real-time event SERP features, so active social engagement can help your event stand out.

  • 5.

    If you have a dedicated event website, ensure it is user-friendly, mobile-responsive, and optimized for SEO. Use relevant keywords, provide detailed event information, and make it easy for users to register, purchase tickets, or find additional event-related content.

schema generator

Getting the SERP feature depends on several factors. The #1 best action you can take is to leverage the schema generator.

Try the generator

JavaScript framework

The schema generator is run on a simple JavaScript framework that converts basic/consolidated information into a more extensive, feature-rich and validated JSON-based schema snippet. If you understand code, feel free to utilize this. If you're unfamiliar with how to utilize this, but work with a developer, email them this code snippet.

Features

Benefits

  • Consolidate & simplify input fields
  • Label & link entities by relationships
  • More detailed & cleaner code
  • Automatic smart validation
  • Prioritize specific, yet capture relevant values

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Unordered list

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Input Data

Event Framework

JSON Result

Validation

The utilization of this JavaScript/JSON-LD framework is dependent upon a specific input data structure.

This is the actual code framework that utilizes the custom data structure.

This is the resulted JSON that the framework produces.

This is an example of Google validating the output with their rich results test.

News on

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More on schema markup

schema.org logo

Official Schema docs

Schema.org is the official home for schema markup. All other schema-related resources and tools (including Google's structured data documentation) are built on top of it. This resource outlines how to construct and utilize for all markup types, "" included. The links below are go to the schema.org homepage, and the official "" schema page.

Google Search Docs logo

Official Google docs

Google looks for only specific schema.org itemtypes when implimenting advanced SERP features for webpages. The links below go to Google's main structured data page, and what they look for when considering a webpage for the "Event" SERP feature.

NOTE: Google looks for utiliziation the official schema.org/ itemtype when constructing rich results.

Follow the rules of schema markup

Like other aspect of web content, Google offers structured data guideline on how to deploy structured data correctly. Google mentions aspects of code index-ability, content, relevance, completeness etc. Google is generally very keen to spammy tactics, so we'd recommend giving this a once-over if you are not previously familiar.

Schema markup in different CMSs

CMSs of all types (such as: WordPress) have the ability to implement schema markup. If you haven't yet implemented schema markup on your website, check out these guides.

WordPress

Webflow

Wix

Types of schema markup for

The exact code structure of every and the schema type it uses will vary depending on the amount, and type of info related to it. There are 2 primary ways to implement schema markup. From the perspective of Google, there is no affective difference.

JSON-LD schema markup

JSON-LD docs

Google recommends the JSON-LD method to consolidate schema in 1 place, as it might be more maintainable, and less error-prone.


Microdata schema markup

Microdata docs

Instead of using JSON, microdata attaches attributes to existing HTML tags. The vocabulary is the same.

Microdata may be best for developers who:
  • Are experienced in working with schema markup
  • Manage large scale dynamic and/or conditional rendering
Example Event Name

This is an example event description.

December 1, 2023, 18:00 to December 1, 2023, 21:00
Example Venue
123 Main St City State 12345 Country
Example Event Image
Example Band
$25.00

Test & validate your schema markup

Schema.org's validator

The official schema.org validator checks for recognized vocabulary, syntax, and value formatting (such as date formats, url formats, etc)

  • Schema.org vocabulary
  • Syntax
  • Value-type validation
Schema.org validator

Google's rich result test

Google's rich result test checks for schema.org vocabulary, syntax and value formatting. Google rich result test also checks if Google approves of the structured data.

  • Schema.org vocabulary
  • Syntax
  • Value-type validation
  • Google-approved SERP assets
Rich results test
⬇️ Test a URL ⬇️
https://www.jakelabate.com

Monitoring schema with industry tools

The Schema.org Validator is great for checking structure as well as both Google and non-Google recognized schema types, however Google's Test will check the syntax, as well as the missing of mandatory fields, the missing of optional fields as recognized by Google.

In Google Search Console under the "Enhancements" tab, you will see a list of schema types Google has recognized on your website (you may not see the tab if Google has not detected any schema on your site).

Google Search Console 'Enhancements' screenshot
Google Search Console 'Enhancements' screenshot

Google is known to detect schema both over a period of time (few days to a few weeks), and incompletely (as far as being displayed in Google Search Console), so be patient.

Here you will see the schemas detected by Google that have "Errors" (not showing in SERP), ones that have "Issues" (showing in SERP under some circumstances), and "Valid" (fully approved by Google). If an item has as an "Error" or an "Issue", you will be able to see when it was detected, as well as the type of problem Google is detecting with it. Once you have believed you have solved the issue in your schema, republish your site, and click "Run Validation" to confirm the problem is resolved. It may take a few days or a week for Google to confirm.

More on SERPs

Related Rich Result SERP Features

Full SERP features list!

Leverage our 50+ schema markup generators and get key tips on how to acquire each SERP feature.

See all 50+ SERP features

Try the SERP simulator!

Simulate the SERP appearance of your webpages based on implemented metadata and schema markup.

Try the SERP simulator