Event Schema Framework

Use conditional-logic schema generation to keep Event markup aligned with real page state and avoid stale or invalid static templates.

Back to collection Google Event docs

Google documentation entry point

Official rich result documentation: https://developers.google.com/search/docs/appearance/structured-data/event

Use for upcoming events with a real-world or virtual occurrence, schedule, and location context.

Key implementation documentation highlights

Required properties for this implementation: name, startDate, location.
Recommended properties to improve robustness: endDate, eventStatus, offers, performer.
Google typically expects content parity: schema values must match what users can see on-page.
Use the Rich Results Test and URL Inspection to validate rendering, eligibility, and crawlability.
Monitor the related enhancement report in Search Console after deployment for errors and warnings.

Template approach (input JS)

const pageData = {
  title: "Sample Event Entity",
  description: "Primary on-page summary for Event content.",
  url: "https://www.example.com/event/sample",
  publishDate: "2026-01-20",
  image: "https://www.example.com/assets/event.jpg",
  authorName: "Example Author"
};

const staticTemplate = {
  "@context": "https://schema.org",
  "@type": "Event",
  "name": pageData.title,
  "description": pageData.description,
  "url": pageData.url,
  "datePublished": pageData.publishDate,
  "image": pageData.image,
  "author": { "@type": "Person", "name": pageData.authorName }
};

Template approach (output JSON)

{
  "@context": "https://schema.org",
  "@type": "Event",
  "name": "Sample Event Entity",
  "description": "Primary on-page summary for Event content.",
  "url": "https://www.example.com/event/sample",
  "datePublished": "2026-01-20",
  "image": "https://www.example.com/assets/event.jpg",
  "author": {
    "@type": "Person",
    "name": "Example Author"
  }
}

Conditional-logic framework (input JS)

function buildEventSchema(source) {
  const schema = {
    "@context": "https://schema.org",
    "@type": "Event"
  };

  if (source.title) schema.name = source.title;
  if (source.description) schema.description = source.description;
  if (source.url) schema.url = source.url;
  if (source.publishDate) schema.datePublished = source.publishDate;
  if (source.modifiedDate) schema.dateModified = source.modifiedDate;
  if (source.image) schema.image = source.image;
  if (source.authorName) schema.author = { "@type": "Person", "name": source.authorName };

  return schema;
}

Conditional-logic framework (output JSON)

{
  "@context": "https://schema.org",
  "@type": "Event",
  "name": "Sample Event Entity",
  "description": "Primary on-page summary for Event content.",
  "url": "https://www.example.com/event/sample",
  "datePublished": "2026-01-20",
  "dateModified": "2026-02-03",
  "image": "https://www.example.com/assets/event.jpg",
  "author": {
    "@type": "Person",
    "name": "Example Author"
  }
}

Why conditional logic is better than static templates

Prevents emitting empty, null, or stale fields that frequently trigger rich result warnings.
Supports multiple page states (for example: no rating yet, no image yet, no offers yet) without duplicate templates.
Lets engineering teams centralize schema policy checks and validation in reusable code paths.
Makes large-scale schema maintenance safer when content models evolve over time.