You can use Data Highlighter to tag data about events, such as a concert or an art festival. Then Google can present your data more attractively -- and in new ways -- in search results and in other products such as the Google Knowledge Graph.
For example, for pages that describe a single event, Google search results can display a rich snippet like this:
For pages that contain information about multiple events, Google search results can display a rich snippet like this:
The Google Knowledge Graph can display your data like this:
After Google crawls your page set, each Google product applies its own rules when deciding whether and how to display your data. For example, Google search results will display as rich snippets only for events that are in the future and that appear to be legitimate events.
Examples of event names that Google considers to be valid:
- East Bay Symphony Concert
- Music Festival Northwest
Invalid event names:
- Trip package: San Diego/LA, 7 nights (Don't use Data Highlighter to promote non-event products or services.)
- Music festival - only $10! (Instead, tag ticket prices using the
- Sale on dresses! (Non-event information)
- Concert - buy your tickets now! (Promotion)
- Concert - 50% off until Saturday! (Promotion)
You can use Data Highlighter to tag any of the data described in the table below. Each tag corresponds to a property in the schema.org/Event schema. (The data you can tag with Data Highlighter is a subset of the properties in the schema.org schema.) Where the Data Highlighter and schema.org names differ, the schema.org name appears in parentheses. Required tags are listed in bold below. The Tagger page displays
required next to required tags.
If your site is missing any of the data described below, you can add missing data from Data Highlighter. If Data Highlighter has a low level of confidence in the tagged data, an alert icon () displays while you are creating a page set. Data Highlighter will still make the low-confidence data available to Google, but other Google products might not use it.
||The name of the event.|
The date, date and time, or date range of the event. For details on how to tag dates, see Tagging Dates.
Here are some examples of dates you can tag:
The location of the event, specified as two separate sub-properties:
||An image describing the event. You can tag more than one image.|
The URL to a web site that describes the event. You can tag more than one URL.
If you tag an event name that also happens to be a hypertext link, Data Highlighter automatically uses the link's URL for the event. For example, if you tag an event name that looks something like this in raw HTML: <a href="http://example.com/eventName">My Event Name</a>, then Data Highlighter uses "http://example.com/eventName" as the event URL. Note that:
||The category of the event. You can tag more than one category.|
||A performer in the event. You can tag more than one performer.|
Information about the price of the event, specified as two separate sub-properties: