Event schema markup for small businesses

By · 2 min read · Updated

The short answer

Event schema markup tells Google the name, date, time and place of an event on your page, so it can appear in Google's event listings. It suits classes, tastings, workshops and concerts open to the public. Each event needs its own markup with a start date and location. Ongoing offers like happy hour don't qualify.

Required and useful fields

  • name, startDate and location are required.
  • endDate, description, image and offers make the listing fuller.
  • eventStatus for postponed or canceled events.
  • eventAttendanceMode for online, in-person or mixed.

A minimal example

{
  "@context": "https://schema.org",
  "@type": "Event",
  "name": "Spring Pruning Workshop",
  "startDate": "2026-04-11T10:00-05:00",
  "location": {
    "@type": "Place",
    "name": "Greenway Garden Center",
    "address": "120 Main St, Springfield, IL"
  }
}

Mistakes that get it ignored

  • Marking up a coupon or sale as an event.
  • One block listing many dates instead of one per event.
  • Leaving past events marked up after they happen.

Questions

Does event schema cost anything?

No. It's code on your page.

Can I list events on Google Business Profile too?

Yes, as event posts. Do both.

How do I test it?

Use Google's Rich Results Test on the event page.

About the author

, Founder

Jason has spent two decades building sites, search programs, and digital products for businesses. At Lehvel, he leads product and strategy.

Jason Murphy on LinkedIn

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