If you are going to organize any event, you can enable people to find it using the event search experience on Google. Event markup helps people discover your event using phrases like ‘’concerts this weekend’’ or ‘’workshops near me.’’ They can also come across your event while searching for venues like a local pub or sports stadium. Events can appear in a venue’s Knowledge Panel to help people find out what is happening in that location.

Launch of event search experience in new regions and languages

Google has recently launched event search experience in Germany and Spain, which offers event search experience across nine countries. To acquire a full list of the regions where event search experience works have a look at the list of available languages and regions.

How to make your events eligible for appearing on Google

There are three options which you can use for making your events eligible for appearing on Google:

  • If you are using a third-party website like social networking sites for posting events, verify whether your event publisher is participating in the event search experience on Google. One way of checking is to search for a famous event visible on the platform and see whether the event listing is visible. In case your event publisher is integrated with Google, keep posting your event on the third-party website.
  • If you are using a CMS like WordPress and lack access to HTML, find out whether your CMS has a plugin using which structured data to your website can be added. As an alternative, you can utilize Data Highlighter to inform Google about your event without editing your site’s HTML.
  • If you are comfortable editing HTML on your own, use structured data to directly integrate to Google. You will also have to edit HTML of event pages.

Follow guidelines recommended by Google

In case you have implemented event structured data, Google suggests that you review it to ensure that it meets your guidelines. You should-

  • Ensure that you are including the required and recommended properties that have been outlined in Google’s developer guidelines.
  • Ensure that the event details match the quality standards specified by Google’s guidelines. For instance, utilize the description field for describing the event in detail rather than repeating attributes like title, data or location or highlighting any other functionality of your website.
  • Utilize the Rich Result Test for testing and previewing your structured data.

How to monitor your performance on Search

You can check how people interact with your event posting using Google Search Console:

Make use of the Rich result status report in Search Console for understanding what Google could or could not read from the site and fix rich result errors.


Navneet Kaushal is the Editor-in-Chief of PageTraffic Buzz. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet is also the CEO of SEO Services company PageTraffic which is one of the leading search marketing company in Asia.