Google features a highly trafficked "Events" widget that aggregates local happenings, webinars, and major conferences. The Event Schema Builder allows you to map physical venues, virtual streams, ticketing options, and schedules directly into this carousel.
Events can happen anywhere. Google uses the Attendance Mode to determine how to display your event to searchers.
Select this for physical events. SPP will reveal the Venue fields (Name, Street, City, Zip). This is critical for appearing in "Events near me" searches.
Select this for webinars or streams. The physical address fields will hide, and SPP will ask for the Virtual Location URL (e.g., your Zoom or YouTube Live link).
Select this if the event has both a physical location and a live stream. SPP will display both sets of fields and map them to a dual-node structure.
If the event is over, you can still gain SEO value. Use the Post-Event Recording fields to provide a link to the replay. SPP will wrap this in a CreativeWork node, allowing users to watch past events.
If you are hosting a multi-day conference or a festival with a schedule, you should not create a separate webpage for every single speech.
Use the Agenda (Schedule) repeater to add sessions. SPP will mathematically nest these as subEvents inside the main Event node, allowing Google to understand the full itinerary without crawling multiple pages.
To generate the "Buy Tickets" button in the Google widget, you must define Offers.
Use the Ticket Options repeater to add your tiers (e.g., General Admission, VIP). Be sure to include the exact URL where the user can purchase that specific ticket. You can also define the Sales Start and Sales End dates to create urgency.
Finally, use the Performers / Speakers repeater to link the event to notable individuals or bands. This connects your event to their personal Knowledge Graphs, heavily boosting your visibility.
