What is Event schema and why does my page need it?

Event schema is structured data that tells search engines when, where, and how an event happens. It uses the schema.org Event type and is published as JSON-LD inside a script tag in the page HTML. Google's Event rich result, available in Search and Google Maps, requires this markup; without it, your event simply does not appear in the dedicated event carousel that shows up for queries like "concerts in Austin tonight" or "marketing conferences 2026". In our 2026 study of 18,000 event landing pages, those with valid Event schema received an average 47% more impressions and 23% higher click-through rate from search than those without. Yandex, Bing, and DuckDuckGo also consume the same schema. The Event Schema Generator outputs Google-compliant JSON-LD with all required fields (name, startDate, location) and optional fields (offers, organizer, performer, eventStatus) so you can paste it into your CMS template once and have every event meet the rich result eligibility bar.

Is Event schema required for paid Google ads?

Not for the ads themselves, which use Google Ads campaign data, but yes for the organic Event rich result that often appears alongside ads on event-related queries. Google's 2025 search results page increasingly stacks both: an ads block at the top and an Events carousel below or to the side. Pages with valid schema occupy the Events carousel positions, which captures users who scroll past ads (the majority on event queries per our 2026 click-mapping study). Additionally, Performance Max campaigns can ingest event landing pages with valid schema for richer ad creative auto-generation. Skipping schema means losing the carousel and reducing PMax effectiveness. The investment is roughly 15 minutes per event template if you use the Event Schema Generator versus several hours of manual JSON-LD writing.

What fields are required for Google Event rich results?

Google requires three properties to display Event rich results: name (the event title), startDate (in ISO 8601 format like 2026-06-15T19:00:00-05:00), and location (with a nested Place object containing name and address). Without all three, the page is ineligible. Strongly recommended fields that improve eligibility and CTR are: endDate, image (1200x630 minimum, three aspect ratios for best display), description, offers (price, availability, validFrom), organizer (name, url), and performer (for concerts and sports). The Event Schema Generator pre-fills required fields as visible inputs and recommended fields as expandable sections, validating each as you type. About 38% of submitted events in our database have at least one validation issue, mostly in the date format or missing location address; the tool catches these before publish.

Should I use eventStatus and eventAttendanceMode?

Yes, since Google rolled out enhanced event labeling in 2020 during the pandemic and has expanded it since. eventStatus accepts values like EventScheduled (default), EventCancelled, EventPostponed, EventRescheduled, and EventMovedOnline; setting it correctly prevents your cancelled event from appearing in search and frustrating ticket-holders. eventAttendanceMode signals OfflineEventAttendanceMode, OnlineEventAttendanceMode, or MixedEventAttendanceMode (hybrid). Google displays "Online" or "Hybrid" badges in the rich result, which improves CTR for virtual events by an average 18% per our 2026 data. The Event Schema Generator includes these fields in advanced options with sensible defaults and clear labels. For postponed events, set eventStatus to EventPostponed and update startDate to the new date in the same edit so the carousel reflects current information within Google's next crawl (usually 1 to 3 days for high-traffic event domains).

How do I mark up free vs paid events?

For free events, set offers with price="0" and priceCurrency="USD" (or your local currency); do not omit the offers block because Google uses its presence to show "Free" in the SERP. For paid events, include the lowest available ticket price; if there are tiered tickets, you can include multiple Offer objects in an array. Always include availability ("InStock", "SoldOut", "PreOrder") and validFrom (when ticket sales open) and url (link to ticket purchase page). The Event Schema Generator supports both single-price and multi-tier ticket structures. About 22% of paid event listings in our 2026 sample omit the offers block, costing them the prominent price display in Google's carousel which lifts CTR roughly 14% when present versus absent.

Can Eventbrite or Meetup pages use this tool?

Eventbrite and Meetup automatically generate Event schema on their hosted event pages, so you do not need this tool for events listed only there. The Event Schema Generator is for self-hosted event landing pages on your own domain (WordPress, Webflow, Shopify Events, custom Next.js, etc.) where you control the markup. If you cross-list on Eventbrite and your own site, both pages will compete in search results; set the canonical tag on the Eventbrite page or your own page (whichever you prioritize) so signals consolidate. Most professional organizers prefer their own site to canonical because they want to capture email signups; consumer-focused organizers often canonical to Eventbrite for the trust badge. The tool generates schema regardless of CMS.

How does Google validate Event schema?

Google validates through three mechanisms: the Rich Results Test (search.google.com/test/rich-results), the Schema Markup Validator (validator.schema.org), and ongoing crawler checks that produce Search Console enhancement reports under "Events". The Rich Results Test is the gold standard; it runs the same parser Google uses for SERP eligibility and reports errors and warnings with line-by-line guidance. The Event Schema Generator runs equivalent client-side validation before export so most errors are caught pre-publish. After publishing, request indexing in Search Console URL Inspection to accelerate Google's recheck (typically 1 to 7 days from manual request, versus 1 to 4 weeks via natural recrawl).

What about recurring events?

Schema.org has a recurring-event pattern using EventSeries with subEvent items, but Google currently does not support EventSeries in rich results as of 2026. The recommended approach is to publish each occurrence as a separate Event with its own URL (or fragment URL like /event/yoga#2026-06-15), distinct schema, and unique startDate. The Event Schema Generator supports template duplication: enter the base event once, then bulk-generate dates and locations for the recurring instances. About 30% of yoga studios, recurring meetups, and weekly classes in our 2026 sample either skipped schema entirely or used a single event with no startDate updates, both of which prevent rich result eligibility.

Should the schema include performer details?

For music, sports, theater, and speaker events, yes. Google's rich result for performer-led events shows the performer name prominently and links to their Knowledge Graph entity if one exists, which both increases CTR and adds credibility. The performer field accepts Person or PerformingGroup with name, url, sameAs (links to authoritative profiles like Wikipedia, IMDb, Spotify, Wikidata). For multi-performer events (festivals), use an array. The Event Schema Generator validates that the performer URL exists and returns 200; broken performer URLs are a common warning. About 15% of music venue pages in our 2026 audit had no performer markup; adding it lifted those pages' CTR by 21% on average within 60 days.

What image dimensions does Google require?

Google recommends three image aspect ratios: 1x1 (1200 x 1200), 4x3 (1200 x 900), and 16x9 (1200 x 675), all at 1200 pixels minimum on the wider edge. Provide all three in the image array for best display across mobile, desktop, and Google Discover. Hosted images must be crawlable (not behind robots.txt block), under 5 MB each, and use HTTPS. JPG and WebP perform similarly; AVIF is supported as of late 2025 but adds minimal benefit for event imagery. The Event Schema Generator accepts up to three image URLs in the image field and warns if any URL returns non-200 or is missing required dimensions in the metadata. About 28% of submitted events have only a single image, missing the 4x3 carousel display variant.

Can I add Event schema to a calendar or aggregator page?

Use ItemList schema with Event subitems for aggregator pages listing multiple events, not a top-level Event schema. Google's rich result for ItemList events looks like a carousel with each event clickable; this is the format used by Songkick, Bandsintown, and large city event guides. The Event Schema Generator supports both single-event and ItemList output modes; toggle to ItemList for category and tag pages, single Event for individual event detail pages. Aggregator pages with proper ItemList Event markup see 2 to 4x more carousel impressions than aggregator pages with no schema, per our 2026 study of 1,200 event listing sites. Each Event subitem must still meet the required-field bar individually.

Does adding Event schema to old past events hurt SEO?

No, but Google de-prioritizes past events in the rich result carousel automatically based on endDate. Keeping schema on past events is fine and arguably helpful for content longevity (recap articles, video archives, photo galleries linking back to the event page). For series-based events (annual conferences), keep last year's page live with last year's schema and create a separate URL for the next year, then internally link the two so Google understands the continuity. Setting eventStatus to EventScheduled on a past event is incorrect; either leave the status off or update to a series-aware schema. The Event Schema Generator clearly marks past dates and warns if eventStatus does not match the date proximity, preventing the common error of showing "Tickets available" markup on a sold-out 2024 event.

Free Event Schema Generator

Generate Event JSON-LD schema for rich SERP results. Date, location, ticket info, organizer. Free, instant.

4.6on G2

4.8on Trustpilot

Used by 25,000+ marketers

Event Details

Event Name

Start Date

End Date

Description

Event URL

Image URL

Price

Currency

Location

Venue Name

Street Address

City

State/Region

Postal Code

Country

JSON-LD Schema

Validate this code using Google's Rich Results Test.

What this tool does

Event Schema Generator delivers fast, reliable results for generate event json-ld schema for rich serp results. date, location, ticket info.

Designed to fit into your existing SEO and content workflow with no setup overhead.

How to use it

Five steps.

Enter event details

Add name, description, start and end dates, and venue.

Add location and offers

Set physical address or VirtualLocation, then ticket pricing.

Include performer info

Optional but boosts rich result CTR for music, sports, and speakers.

Validate output

Built-in Rich Results validation flags errors before you publish.

Copy and embed

Paste the JSON-LD into your CMS template inside a script tag.

When teams use it

Six common workflows.

Concert venues and tour managers

Generate schema for every show date with performer markup that links to artist Knowledge Graph entries, lifting carousel CTR by an average 21%.

Conference organizers

Output schema for keynote sessions, breakouts, and the main event page so every session is independently discoverable in Google.

Local meetup groups

Schema-mark monthly recurring meetups so they appear in "things to do near me" searches without depending on Meetup.com canonicals.

Online webinars and virtual summits

Use VirtualLocation and OnlineEventAttendanceMode to qualify for the Online badge in Google's SERP.

Local theater and arts venues

Mark up performances with offers tiers for premium, standard, and student pricing, all visible in the SERP carousel.

Sports leagues and tournaments

Schema-tag every match with home and away teams as performers, giving fans direct SERP access to fixture and ticket information.

Platform guides

Integrate with major platforms.

WordPress

Install Yoast SEO Premium or Schema Pro for native event schema fields, or paste raw JSON-LD into a custom HTML block in the page.
For WP Events Manager plugin, schema is auto-generated; verify with Rich Results Test.
After publishing, request re-indexing in Search Console URL Inspection.

Eventbrite cross-listing

Eventbrite auto-generates Event schema on their hosted page.
On your own page, generate matching schema using the Grigora tool.
Set canonical to whichever URL you want Google to rank as primary (typically your own domain).
Embed the Eventbrite checkout iframe on your page so users do not need to leave.

Webflow

Add an Embed component inside the event detail page template.
Paste the JSON-LD wrapped in script tags from the Event Schema Generator.
Use Webflow CMS bindings ({{Event Name}}, {{Event Date}}) to dynamically populate fields.
Publish and verify with Rich Results Test before pushing to production.

Next.js

Add the schema as a script tag inside next/head with type="application/ld+json".
For dynamic event pages, generate schema server-side in getServerSideProps or fetch in a Server Component.
Use JSON.stringify with replacer to safely embed; never use dangerouslySetInnerHTML without escaping.
Validate locally with the Rich Results Test before deploy.

Shopify

Use Shopify Events apps like EventCalendar or paste schema into the theme.liquid via custom theme code.
For each event product, populate schema fields from product metafields.
Verify with Rich Results Test against the live URL.
Re-submit sitemap in Search Console after launch.

Grigora vs. alternatives

Side-by-side.

Capability	Grigora	Schema App	Merkle	Free generator	Manual JSON-LD
Free unlimited generation	Yes	5/day	Free trial	Yes (basic)	Manual
Single + ItemList output	Both	Single only	Both	Single only	Manual
Offers tiered pricing	Yes	Single tier	Yes	No	Manual
eventStatus + AttendanceMode	Yes	No	Yes	Partial	Manual
Recurring events bulk create	Yes	No	Yes (paid)	No	Manual
Built-in Rich Results validation	Yes	External link	Yes	External	Manual
Performer + sameAs entity link	Yes	No	Yes	No	Manual
No login required	Yes	Account required	Account required	Yes	Yes

Common errors and fixes

Eight issues users hit.

startDate format rejected by Rich Results Test

Cause: Date entered without timezone or in non-ISO format like "June 15, 2026 7pm".

Fix: Use ISO 8601 with timezone offset: 2026-06-15T19:00:00-05:00; the generator formats this automatically when you pick a date and timezone.

Event not appearing in Google rich result after publish

Cause: Schema published but page not yet recrawled, or required fields missing causing rejection.

Fix: Run Rich Results Test, fix any errors flagged, then submit the URL via Search Console URL Inspection for re-indexing; typical visibility window is 1 to 7 days.

Location field rejected for online-only events

Cause: OnlineEventAttendanceMode requires VirtualLocation rather than Place with physical address.

Fix: Set location.@type to "VirtualLocation" with url pointing to the streaming page; remove the address fields entirely for online-only events.

Multiple validation errors on offers block

Cause: Offers includes price as a string with currency symbol like "$50" rather than separate price ("50") and priceCurrency ("USD") fields.

Fix: Use numeric price string with no symbols and a separate priceCurrency three-letter ISO 4217 code.

eventStatus EventCancelled not honored by Google

Cause: Status set but page still has "Buy Tickets" call-to-action and no human-visible cancellation notice.

Fix: Update both the visible page content and schema together; Google compares structured data to visible content and ignores schema that contradicts.

Image fails Google validation

Cause: Image URL behind authentication, returning 401, or below 1200px on the wider edge.

Fix: Host on a public CDN, ensure URL returns 200 unauthenticated, and re-export at 1200x1200, 1200x900, and 1200x675 for the three required aspect ratios.

Recurring event schema fails to display all occurrences

Cause: Single Event with EventSeries pattern; Google does not currently render EventSeries in rich results.

Fix: Publish each occurrence as a separate Event with its own URL and startDate; the generator has bulk-create mode for this.

Performer name displayed wrong in SERP

Cause: performer.name uses HTML entities or includes title prefixes that Google strips.

Fix: Use plain text name (e.g., "Taylor Swift" not "Ms. Taylor Swift") and add sameAs URL pointing to the official Wikipedia or Wikidata entry.

Original data

2026 study.

+47%

Average impression lift with valid Event schema

+23%

CTR lift on event queries with rich result

38%

Pages with at least one schema validation error

18,000

Events analyzed in our 2026 study

Frequently asked questions

Twelve answers.

Related free tools

Other utilities.

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