Skip to main content

Event Schema Missing

Issue No: 63

Category: Structured Data & Rich Results

Issue type: Issue

Priority: IMPORTANT

Description​

Event listing pages are missing Event schema, preventing the event from appearing in Google's Events carousel, event rich results, and Google Maps event listings.

How do we capture it​

  • Detect event pages via URL patterns (/events/, /conference/, /webinar/) or visible date/time/location on page
  • Check JSON-LD for "@type": "Event"
  • If absent → trigger issue

What to store​

StructuredDataAudit record with schemaType = Event, issueNumber = 149, plus StructuredDataField rows:

FieldTypeComment
has_start_datebooleanstartDate in ISO 8601 with timezone
has_locationbooleanlocation Place or VirtualLocation present
has_end_datebooleanendDate declared
has_event_statusbooleaneventStatus declared (Scheduled/Cancelled/Postponed)
has_event_modebooleaneventAttendanceMode (in-person/online/mixed) declared
has_offersbooleanTicket pricing declared in offers

Core audit fields used: isPresent, hasName, hasImage, rawJson

Condition for trigger​

  • Trigger Rule 1: Schema absent on event page

    • Target Field: isPresent
    • Evaluation Logic: isPresent = false AND page identified as event listing
    • Severity: IMPORTANT
    • Diagnostic Message: "Event page detected but no Event schema found. Required fields: name, startDate, location."

  • Trigger Rule 2: Start date missing

    • Target Field: has_start_date
    • Evaluation Logic: has_start_date = false
    • Severity: IMPORTANT
    • Diagnostic Message: "Event schema present but startDate is missing — required by Google."

  • Trigger Rule 3: Location missing

    • Target Field: has_location
    • Evaluation Logic: has_location = false
    • Severity: IMPORTANT
    • Diagnostic Message: "Event schema present but location is missing — required by Google."

Sources​

Long description​

Events are among the highest-CTR rich result formats — time-sensitive and action-oriented. Google's Events carousel shows date, time, location, and ticket links.

In-person event:

{
  "@context": "https://schema.org",
  "@type": "Event",
  "name": "Annual Tech Conference 2024",
  "startDate": "2024-09-15T09:00:00-05:00",
  "endDate": "2024-09-16T18:00:00-05:00",
  "eventStatus": "https://schema.org/EventScheduled",
  "eventAttendanceMode": "https://schema.org/OfflineEventAttendanceMode",
  "location": {
    "@type": "Place",
    "name": "Austin Convention Center",
    "address": {
      "@type": "PostalAddress",
      "addressLocality": "Austin",
      "addressRegion": "TX",
      "addressCountry": "US"
    }
  },
  "offers": {
    "@type": "Offer",
    "price": "299",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock"
  }
}

Online event: Use "@type": "VirtualLocation" with a url property.

Event status values: EventScheduled, EventPostponed, EventCancelled, EventMovedOnline.

How to Fix​

  1. Add Event JSON-LD with name, startDate, location (all required)
  2. Use timezone-aware ISO 8601 dates
  3. Declare eventStatus — especially if cancellations/postponements are possible
  4. Add offers with ticket URL and price
  5. Remove or mark EventCancelled when events end or are cancelled