Event Schema is a type of structured data that provides search engines with detailed information about events. This includes details such as the event name, date, location, and ticket availability.
By using Event Schema, you enhance the way your events appear in search results, potentially leading to higher click-through rates and better attendance.
What if you have events that occur on multiple dates? In this article, I’ll explain the two main scenarios that you may encounter when creating the Event schema markup.
Note: Event schema is only available for selected regions, don’t forget check if your target country is eligible for it.
Scenario 1: Multi-Day event
If you have an event that occurs across multiple days, then use both the start and end date to cover the whole event period. This can include events like conferences, festivals, or workshops, which may have activities and sessions spread over several days.
Let’s take a look at the schema from a Conference listed on EventBrite:
The Conference is considered as a single event that happens between October 3rd to 4th. Using one single markup helps search engines understand that the event is continuous over the specified period.
Scenario 2: Recurring event
When dealing with recurring events where each occurrence requires a separate ticket, such as weekly theatre shows or monthly concerts, it’s essential to create individual Event schema markup for each date.
This ensures that each event instance is indexed separately, providing clear and precise information to potential attendees.
Here’s an the schema from London Theatre Direct:
As you can see from the screenshot, each event has an individual Event markup with its own start date and end date. Even though you can book the ticket for Moulin Rouge through 16 November 2024, they didn’t create a schema that ends on 16 November.
Instead, what you will see on the same event page, you can see multiple different event structured data are used for each performance:
⭐ Pro Tips:
Schema.org has a eventSchedule property that allows you to create a schedule for repeating events. However, Google currently does not support it at the time of writing.
Conclusion
Using Event schema for multiple dates depends on how your events are scheduled and ticketed.
By structuring your schema markup accurately and keeping it updated, you can improve your event’s visibility, drive more traffic to your site, and increase attendance rates.
