Event Schema

Event Schema: Structured Data for Conferences, Webinars, and Hybrid Events

Event schema enables event pages to appear in Google's dedicated Events search experience - showing event date, location, ticket price, and attendance mode in rich result formats that stand out from standard organic listings. For in-person conferences, virtual webinars, and hybrid events alike, Event schema is the prerequisite for Google Events carousel inclusion, event-specific voice query answers, and structured AI Overview citations for event-discovery queries.

The introduction of eventAttendanceMode values (OnlineEventAttendanceMode, MixedEventAttendanceMode) in 2020 - necessitated by the pandemic pivot to virtual events - created a permanent structured data layer for virtual event discovery that Google has continued investing in. Properly declaring eventAttendanceMode is now one of the most common implementation errors, causing virtual events to fail virtual event filter eligibility.

For related schema context, see Organization Schema and FAQ Schema.

Event Rich Result Preview - In-Person, Virtual, and Hybrid

Toggle between event types to see how each displays in Google's rich result format - including the key structural differences:

Complete JSON-LD Examples - In-Person and Virtual Events

Annotated, production-ready Event schema for both event formats - with key field differences highlighted:

{
  "@context": "https://schema.org",
  "@type": "Event",
  "name": "AEO & AI Search Summit 2026",
  "startDate": "2026-04-15T09:00:00-07:00",
  "endDate": "2026-04-17T18:00:00-07:00",
  "eventStatus": "https://schema.org/EventScheduled",
  "eventAttendanceMode": "https://schema.org/OfflineEventAttendanceMode",
  "location": {
    "@type": "Place",
    "name": "Moscone Center",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "747 Howard St",
      "addressLocality": "San Francisco",
      "addressRegion": "CA",
      "postalCode": "94103",
      "addressCountry": "US"
    }
  },
  "image": "https://example.com/events/aeo-summit-2026.jpg",
  "description": "The premier conference for AEO practitioners...",
  "organizer": {
    "@type": "Organization",
    "name": "AEO Practitioner Network",
    "url": "https://example.com"
  },
  "offers": {
    "@type": "Offer",
    "url": "https://example.com/tickets",
    "price": "799",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "validFrom": "2026-01-15T00:00:00-07:00"
  }
}

eventStatus Reference - All Status Values and Usage

The five eventStatus values and when to use each - including the critical update workflow for cancelled and rescheduled events:

Event Schema Implementation Checklist

Frequently Asked Questions