Event Schema Generator — Promote In‑Person and Online Events

Generate valid Event JSON‑LD that clarifies dates, location or virtual access, and ticketing. Improve understanding and eligibility for event‑rich results.

Try the Event Generator

Why many event pages underperform

Pain points we solve

Your snippet doesn’t clearly show date/time or venue/virtual access.
Virtual events are ambiguous without a join URL and attendance mode.
Ticket info is missing or inconsistent (price, currency, availability).
Timezone mistakes in dates lead to confusing search displays.

How SwiftSchema helps

Solution

The Event generator focuses on the essentials: start/end dates with timezone, attendance mode (online, in‑person, or hybrid), a proper location (Place or VirtualLocation), and ticket Offers with price, currency, and availability.

It outputs clean, copy‑ready JSON‑LD per event so your listings stay consistent and easy to validate.

How it works

Choose Event in the generator below.
Enter name, description, and start/end dates with timezone (ISO 8601).
Select attendance mode and add a Place (with PostalAddress) or a VirtualLocation URL.
If ticketed, add an Offer: price, currency, URL, and availability.
Copy JSON or Script, paste on your event page, and validate in the Rich Results Test.

Generate Event JSON‑LD

Paste once per event. Validate. Ship.

What is Event structured data?

Event structured data describes your event’s essential details — dates, location or virtual access, and ticketing — so search engines can better understand and present it. Accurate markup improves clarity and can make your listings eligible for event-rich results.

Essential properties

name
— event title.
startDate
/
endDate
— ISO 8601 timestamps with timezone.
location
—
Place
(with
name
+
PostalAddress
) or
VirtualLocation
(
url
).
eventAttendanceMode
—
Online
,
Offline
, or
Mixed
.
eventStatus
—
EventScheduled
,
EventPostponed
, etc. Update as needed.
description
— brief summary of the event content and audience.
image
— key visual or promotional asset.
organizer
/
performer
— Person or Organization.
offers
— price, currency, availability, and ticket URL.
keywords
/
about
— optional topical tags.

Content prep checklist

Confirm event title, description, and schedule (with timezone).
Gather venue details or virtual access instructions.
Collect speaker/performer bios and photos.
Decide on ticketing tiers (free, general admission, VIP) with prices and availability.
Add FAQs, agenda, and highlight key benefits for attendees.
Provide social proof (testimonials, past highlights).

Implementation workflow

Update the event page with the finalized details above.
Generate Event JSON‑LD covering name, dates, location, attendance mode, organizer, and offers.
Embed the schema once per event page. For multi-event listings, only include schema when the page focuses on a specific event.
Validate in Rich Results Test; fix warnings for missing attributes (location, offers).
Monitor Search Console for event enhancements.
Update schema when event status, venue, or pricing changes.

Handling virtual and hybrid events

Use
VirtualLocation
for online events with a
url
to join or register.
For hybrid events, combine
eventAttendanceMode: Mixed
with both
Place
and
VirtualLocation
entries.
Provide clear instructions in content (Zoom link, Slack invite, etc.) and ensure the schema references the same URL.

Ticketing and Offers

Include
Offer
objects for each tier with
price
,
priceCurrency
,
availability
,
url
,
validFrom/validThrough
.
For free events, keep
price: 0
but still provide an Offer to show registration is required.
Update availability (
InStock
,
SoldOut
,
PreOrder
) as tickets sell.
Use UTMs on the offer URLs to track conversions but keep canonical URL clean if necessary.

Troubleshooting checklist

Missing timezone: include offsets in ISO timestamps.
Wrong attendance mode: align
eventAttendanceMode
with
location
.
Incomplete address: provide full PostalAddress for in-person venues.
No organizer: add Person/Organization for credibility.
Outdated status: update
eventStatus
if the event is canceled or postponed.

Common Errors & Fixes

Missing timezone: use full ISO 8601 timestamps (e.g.,
2025-11-12T18:00:00-05:00
).
Wrong attendance type: ensure
eventAttendanceMode
matches your
location
type.
Incomplete address: for in-person, supply a structured
PostalAddress
.

Required properties

name
startDate
location.name

Recommended properties

description
image
endDate
eventStatus
eventAttendanceMode
location.address
organizer.name
performer.name
offers.price
offers.priceCurrency
offers.url
offers.availability

Minimal Online Event

Validate

{
  "@context": "https://schema.org",
  "@type": "Event",
  "name": "SwiftSchema Live Workshop: Implementing Product Structured Data",
  "description": "A free, hands-on session to implement Product JSON-LD and validate it.",
  "startDate": "2025-11-12T18:00:00-05:00",
  "endDate": "2025-11-12T19:30:00-05:00",
  "eventAttendanceMode": "https://schema.org/OnlineEventAttendanceMode",
  "eventStatus": "https://schema.org/EventScheduled",
  "image": [
    "https://example.com/images/workshop.webp"
  ],
  "location": {
    "@type": "VirtualLocation",
    "url": "https://example.com/workshop"
  },
  "organizer": {
    "@type": "Organization",
    "name": "SwiftSchema",
    "url": "https://www.swiftschema.com"
  },
  "offers": {
    "@type": "Offer",
    "price": "0",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "url": "https://example.com/workshop/register"
  }
}

FAQs

What does Event structured data do?Show

It tells search engines what your event is about (name, dates, location/virtual access, ticketing), which can help your listings qualify for event-rich results and improve understanding.

How do I mark up online or hybrid events?Show

Use `eventAttendanceMode` with `OnlineEventAttendanceMode` for virtual events or `MixedEventAttendanceMode` for hybrid, and use a `VirtualLocation` (with a URL) in `location`.

What location fields are needed?Show

For in‑person events, provide a `Place` with `name` and an `address` (street, locality, region, postal code, country). For virtual events, use `VirtualLocation` and a join/access URL.

Do I need Offers for free events?Show

Offers are recommended. If your event is free, you can use an Offer with `price` set to `0` and a valid `priceCurrency`.

How do I keep my schema accurate?Show

Set `eventStatus` (for example, `EventScheduled`, `EventCancelled`, or `EventPostponed`) and keep dates, location, and ticket links up to date.

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SwiftSchema

Intuitive Schema Generation at Your Fingertips

Event Schema Generator — Promote In‑Person and Online Events

Why many event pages underperform

Pain points we solve

How SwiftSchema helps

Solution

How it works

How it works

What is Event structured data?

Essential properties

Content prep checklist

Implementation workflow

Handling virtual and hybrid events

Ticketing and Offers

Troubleshooting checklist

Common Errors & Fixes

Required properties

Recommended properties

FAQs

Related types

References

Generate Event schema

Schema Type

🎉 Event Schema Generator

Generated Schema