Why many series pages underperform

How SwiftSchema helps

How it works

What is EventSeries structured data?

EventSeries describes recurring or ongoing event programs (weekly meetups, lecture series, monthly webinars). It provides umbrella metadata (name, schedule span, attendance mode, organizer, location) while individual sessions use Event schema. Search engines use it to identify the overarching series, cluster related events, and understand recurrence patterns.

Essential properties

1. name
   — official series title.
2. startDate
   /
   endDate
   — optional span covering the series’ run (season, year).
3. eventAttendanceMode
   —
   OnlineEventAttendanceMode
   ,
   OfflineEventAttendanceMode
   , or
   MixedEventAttendanceMode
   .
4. location
   —
   Place
   or
   VirtualLocation
   representing the default venue/platform.
5. organizer
   — Person or Organization responsible for the series.
6. description
   — summary describing the series theme and cadences.
7. image
   — hero image or promotional graphic.
8. eventSchedule
   — optional
   Schedule
   with recurrence rules.
9. subEvent
   — list of Event objects representing upcoming occurrences.
10. inLanguage
    — specify locale for localized series pages.

Content prep checklist

• Publish a landing page describing the series theme, target audience, cadence, and registration info.
• List upcoming occurrences (date/time) with links to detail pages.
• Clarify whether sessions are free/paid, online/in-person, and provide registration CTA.
• Introduce organizers/instructors and highlight notable guests.
• Provide archive links to past sessions or recordings if available.
• Note schedule patterns (every Thursday at 5 PM, monthly on first Tuesday) and holidays/exceptions in content; match them in
  eventSchedule
  .

Implementation workflow

1. Update the series landing page with the information above.
2. Generate EventSeries JSON‑LD with series-level data (name, description, attendance mode, organizer, location, span).
3. List upcoming events in
   subEvent
   or via Event links; each occurrence should have its own Event schema (EducationEvent, MusicEvent, etc.).
4. Include
   eventSchedule
   when sessions recur on a predictable cadence (weekly, monthly).
5. Embed the EventSeries schema on the landing page; ensure you also include Event schema for the current occurrence on the relevant page.
6. Validate via Rich Results Test; fix warnings about missing organizer or location.
7. Localize: add
   inLanguage
   and localized URLs when relevant; align with hreflang/canonicals.

Linking EventSeries and Event schema

• Each Event should reference the series via
  superEvent
  .
• EventSeries can list
  subEvent
  entries or simply link to the detail pages.
• Keep start/end dates in sync; update the series’
  endDate
  when the season wraps.
• For hybrid series, ensure both Place and VirtualLocation are represented consistently across
  subEvent
  entries.
• If sessions move or cancel, update
  eventStatus
  on affected Event entries and adjust the series page copy.

Troubleshooting checklist

• Missing organizer/location: include these to build trust and clarity.
• Confusing attendance mode: set
  eventAttendanceMode
  and clarify in the content if sessions alternate formats.
• No linked events: make sure each occurrence has Event schema and is linked from the series page.
• Stale schedules: update
  startDate
  /
  endDate
  annually or per season.
• Duplicate schema: avoid embedding both EventSeries and Event for the same data block unless you differentiate series vs occurrence clearly.

On-page parity checklist

• Series title on-page matches
  name
  ; hero image matches
  image
  URL.
• Date range, cadence, and attendance mode in copy align with
  startDate
  /
  endDate
  and
  eventAttendanceMode
  .
• Organizer and venue details shown on-page match
  organizer
  and
  location
  .
• Upcoming sessions listed on-page correspond to
  subEvent
  or linked Event pages.
• Registration/CTA links in content resolve and match any URLs shown in schema.

Content depth (avoid thin series pages)

• Add session highlights, speaker bios, and value props for attendees.
• Publish FAQs on access (recordings, slides), pricing, and cancellation.
• Include accessibility details (captions, wheelchair access, language availability).
• Share past-session recaps or recordings to show continuity and credibility.
• Provide a simple calendar download (ICS) and align it with
  eventSchedule
  .

Maintenance and governance

• Refresh
  startDate
  /
  endDate
  each season; update
  eventSchedule
  when cadence shifts.
• Adjust
  subEvent
  list weekly as sessions publish or sell out; mark canceled sessions with
  eventStatus
  .
• Keep organizer/staff changes reflected in
  organizer
  and on-page bios.
• Log schema validation results after each update; track diffs for compliance reviews.

Validation and QA

• Validate with Rich Results Test and Schema Markup Validator; confirm
  eventAttendanceMode
  and
  location
  are present.
• Spot-check timezone handling in
  eventSchedule
  and individual Event
  startDate
  values.
• Ensure only one EventSeries block exists per landing page; keep Events on their respective detail pages.
• Inspect structured data in Search Console (Events) for crawling/processing errors.
• Keep a recurring update log for series seasons; update
  lastReviewed
  when cadence, organizer, or venue changes.
• If you publish calendars (ICS), confirm dates match
  eventSchedule
  and subEvent instances to avoid attendee confusion.