Use the HTML Event Schema To Better Position Your Event on Google, Bing, Yahoo!, etc

December 27, 2011

in How to, Miscellaneous

Search Engine Optimization (SEO) is a rather abused concept and often it means using tricks and not real value to make your content more findable on search engines, but there are a few things that are smart to increase discoverability (the possibility of your event being found).

The main search engines, including Bing, Google, Yahoo!, have created special html tags –documented by Schema.org— which structure content in a search engine friendly way, making it easier for people to find the right web pages.

One of these “schemas” has been specifically design for events, so make sure your webmaster is using it to represent basic info like name of the event, time, location, city, speakers, etc.

Follows the complete transcription of the general Event Schema (you also have more specific ones like Business Event, Education Event and others)

 

Property Expected Type Description
Properties from Thing
description Text A short description of the item.
image URL URL of an image of the item.
name Text The name of the item.
url URL URL of the item.
Properties from Event
attendees Person or Organization A person attending the event.
duration Duration The duration of the item (movie, audio recording, event, etc.) in ISO 8601 date format.
endDate Date The end date and time of the event (in ISO 8601 date format).
location Place or PostalAddress The location of the event or organization.
offers Offer An offer to sell this item—for example, an offer to sell a product, the DVD of a movie, or tickets to an event.
performers Person or Organization The main performer or performers of the event—for example, a presenter, musician, or actor.
startDate Date The start date and time of the event (in ISO 8601 date format).
subEvents Event Events that are a part of this event. For example, a conference event includes many presentations, each are subEvents of the conference.
superEvent Event An event that this event is a part of. For example, a collection of individual music performances might each have a music festival as their superEvent.

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