暫定日本語訳：Event スキーマ

暫定日本語案: TL;DR — Event スキーマ is code you add to an event ページ that labels the event 暫定日本語案: details for 検索 engines — “this is the event name,” “this is when it 暫定日本語案: starts,” “this is where it’s held,” “here’s how to get tickets.” Adding it 暫定日本語案: correctly to an individual event ページ can make it eligible for Google’s richer 暫定日本語案: event listings. The catch most guides get wrong: Google’s event rich result 暫定日本語案: needs a real, physical location — a purely online-only event isn’t eligible, 暫定日本語案: no matter how you mark it up.

暫定日本語案: What Event スキーマ is

暫定日本語案: When you look at an event ページ, you can tell the event name from the date from the 暫定日本語案: venue just by reading. A 検索エンジン sees plain text and has to guess. 暫定日本語案: Event スキーマ spells it out in code, using the shared 暫定日本語案: スキーマ.org vocabulary — it tags each piece of the ページ 暫定日本語案: with what it actually is: the name of the event, the startDate, the 暫定日本語案: location, ticket offers, who’s performing, and who’s organizing.

暫定日本語案: It’s almost always written as JSON-LD — a small block of code that sits in the 暫定日本語案: ページ without changing how the ページ looks.

暫定日本語案: Why it’s worth doing

暫定日本語案: The payoff is the event rich result: the enhanced, visually rich listing (and 暫定日本語案: the dedicated event-検索 experience) Google shows for event-related searches. 暫定日本語案: A ページ with clean Event markup can earn a more eye-catching listing that shows the 暫定日本語案: date, venue, and ticket info right in the results — which can help it stand out. 暫定日本語案: The same structured markup gives AI systems a cleaner, unambiguous read on the 暫定日本語案: event’s details too, though I don’t have データ showing that reliably translates 暫定日本語案: into more AI-sourced traffic or citations for any particular event ページ.

暫定日本語案: The three things you must have

暫定日本語案: To be eligible at all, Google requires exactly three properties:

• 暫定日本語案: name — the full title of the event (not the venue, and not a promo like 暫定日本語案: “50% off tickets”).
• 暫定日本語案: startDate — when it starts, with the date and time.
• 暫定日本語案: location — where it’s held, as a Place with a name and an address.

暫定日本語案: Beyond those, it’s worth adding the recommended details — an endDate, an 暫定日本語案: image, ticket offers (price, currency, availability), the performer, and the 暫定日本語案: organizer — because they make the listing richer and more useful.

暫定日本語案: The thing most people get wrong

暫定日本語案: A purely virtual, online-only event isn’t eligible for Google’s event rich 暫定日本語案: result. Google’s current documentation is blunt about it: events “must take 暫定日本語案: place in a physical location.” A lot of advice still floating around from 2020 — 暫定日本語案: when Google added online-event properties during the pandemic — makes it sound 暫定日本語案: like flipping an “online event” switch is enough. It isn’t, for Google’s rich 暫定日本語案: result. Those online-event properties still exist and are valid, but on their own 暫定日本語案: they don’t get a webinar into the event experience.

暫定日本語案: Two more beginner traps:

• 暫定日本語案: One event, one ページ. Mark up individual event ページ — not a ページ that lists 暫定日本語案: all your upcoming events. A listing/calendar ページ doesn’t qualify.
• 暫定日本語案: Valid markup ≠ guaranteed rich result. It makes you eligible; Google still 暫定日本語案: decides whether to display it.
• 暫定日本語案: Don’t fake events. Marking up a sale, a coupon, or your business hours as an 暫定日本語案: “event” is against Google’s rules and has gotten sites in trouble.

暫定日本語案: Want the full version — the required-vs-recommended property split, how to handle 暫定日本語案: canceled and postponed events, multi-day vs. multi-パフォーマンス events, and the 暫定日本語案: コンテンツ rules that get events disapproved? Switch to the Advanced tab.

暫定日本語案: TL;DR — スキーマ.org/Event markup (usually JSON-LD) on an individual event 暫定日本語案: ページ can make it eligible for Google’s event rich result. Google requires 暫定日本語案: three properties: name, startDate, location. The load-bearing fact of this 暫定日本語案: whole topic: per Google’s current (Dec 2025) docs, virtual-only events aren’t 暫定日本語案: supported — “Events must take place in a physical location.” eventAttendanceMode 暫定日本語案: and VirtualLocation are valid スキーマ.org (added in the 2020 COVID era) but don’t 暫定日本語案: unlock the rich result for an online-only event. Other rules people miss: one 暫定日本語案: event = one unique leaf URL (listing ページ don’t qualify); when you change 暫定日本語案: eventStatus (EventScheduled / EventCancelled / EventPostponed / EventRescheduled) 暫定日本語案: you must never strip startDate or location; multi-day is one Event, 暫定日本語案: multiple ticketed performances are separate Events; and marking up sales, 暫定日本語案: coupons, or non-events is against policy and has drawn manual actions. Valid markup 暫定日本語案: only earns eligibility.

暫定日本語案: What Event スキーマ does — and what it doesn’t

暫定日本語案: Event スキーマ is the スキーマ.org/Event vocabulary you put on an event ページ so 検索 暫定日本語案: engines can read the event’s name, timing, location, and ticketing. On Google, 暫定日本語案: correctly implemented markup on an individual event ページ makes it eligible for 暫定日本語案: the event rich result — the enhanced listing and the dedicated event-検索 暫定日本語案: experience Google runs for event-related queries.

暫定日本語案: What it doesn’t do: it isn’t a ranking factor, and it isn’t a magic switch. Like 暫定日本語案: every kind of structured データ, it makes a ページ eligible for a specific 検索 暫定日本語案: feature — it doesn’t lift your organic positions and it doesn’t guarantee the 暫定日本語案: feature shows. Evidence for this claim Google's event feature excludes promotional non-events and requires each event to have a unique page focused on that event. Scope: Google Search Event content guidelines; valid Schema.org markup alone does not establish eligibility. Confidence: high · Verified: 2026-07-14 Google: Event structured data

暫定日本語案: Required properties: name, startDate, location

暫定日本語案: Google is explicit that you must include the required properties: “You must 暫定日本語案: include the required properties for your コンテンツ to be eligible for display in 暫定日本語案: enhanced 検索 results.” For Event, that’s three:

• 暫定日本語案: name (Text) — the full title of the event. Google’s rule is specific: 暫定日本語案: don’t use the name of the venue as the event name (that’s what location.name 暫定日本語案: is for), don’t use the type of event (“Concert” is not a descriptive name), 暫定日本語案: and don’t stuff it with URLs, prices, performers, or “short-term promotions (for 暫定日本語案: example, ‘buy your tickets now’).” Google’s own before/after: not 暫定日本語案: “Bill Graham Civic Auditorium” and not “LIMITED TIME SALE - Kesha and 暫定日本語案: Macklemore Concert - USD 25”, but “The Adventures of Kesha and Macklemore” or 暫定日本語案: “Meet and Greet: Kesha and Macklemore.”
• 暫定日本語案: startDate (DateTime) — “The start date and start time of the event in 暫定日本語案: ISO-8601 format. Add both the date and time so users can find events that fit 暫定日本語案: into their schedule.”
• 暫定日本語案: location (Place) — set @type to Place and add location.name and 暫定日本語案: location.address. Google’s steer on the address: be specific — not just 暫定日本語案: “Sydney” but “Bennelong Point, Sydney NSW 2000, Australia.” And its 暫定日本語案: best-practice notes for tricky cases: “If the event happens across several 暫定日本語案: streets, define the starting location and mention the full details in 暫定日本語案: description. If the event happens without a well-defined location, use the city 暫定日本語案: name or the most representative location. If the event happens at multiple 暫定日本語案: locations at the same time, create different events for each location.”

暫定日本語案: Recommended properties that improve the result

暫定日本語案: Beyond the required three, these make the listing fuller and are worth adding:

• 暫定日本語案: endDate — same ISO-8601 format as startDate.
• 暫定日本語案: eventStatus — the scheduled/canceled/postponed/rescheduled state (see the 暫定日本語案: dedicated section below).
• 暫定日本語案: image — Google’s general image guidance applies; provide multiple images 暫定日本語案: at 1x1, 4x3, and 16x9 aspect ratios.
• 暫定日本語案: offers (an Offer) — url, price, priceCurrency, availability 暫定日本語案: (e.g. InStock, SoldOut, PreOrder), and validFrom for when tickets go on 暫定日本語案: sale.
• 暫定日本語案: performer (Person / PerformingGroup) and organizer (Organization / 暫定日本語案: Person, with name and url).
• 暫定日本語案: description — Google’s guidance: “Focus on the event details and not your 暫定日本語案: サイト’s features. Don’t repeat other facts like date and location; instead, add 暫定日本語案: that information to the respective properties.” Note it only shows a snippet.

暫定日本語案: Virtual and hybrid events: what Google’s current docs actually say

暫定日本語案: This is the section that separates current guidance from the recycled 2020 advice 暫定日本語案: still all over the web, so read it carefully.

暫定日本語案: Google’s current documentation states, verbatim: “Virtual experiences that 暫定日本語案: have no real-world component aren’t supported. Events must take place in a physical 暫定日本語案: location.” That means a purely virtual, online-only event has no path into 暫定日本語案: Google’s event rich result — regardless of how you mark it up.

暫定日本語案: Here’s the nuance that trips people up. Back in March 2020, at the start of the 暫定日本語案: pandemic, Google announced new Event 暫定日本語案: properties 暫定日本語案: so publishers could communicate that events had moved online or been canceled: an 暫定日本語案: eventAttendanceMode (with OnlineEventAttendanceMode / 暫定日本語案: OfflineEventAttendanceMode / MixedEventAttendanceMode values), the 暫定日本語案: eventStatus values, and support for VirtualLocation. Those properties are 暫定日本語案: still valid スキーマ.org vocabulary — nobody removed them. But the current 暫定日本語案: 検索 Central Event doc no longer documents an online-event example and states 暫定日本語案: outright that virtual-only events aren’t supported for the rich result.

暫定日本語案: So the honest, current position:

• 暫定日本語案: A physical location is the anchor. Virtual and hybrid events likely still 暫定日本語案: need a real-world location component to qualify for the event experience — 暫定日本語案: because Google requires that physical location.
• 暫定日本語案: eventAttendanceMode and VirtualLocation aren’t useless — they’re 暫定日本語案: legitimate markup for a hybrid event that does have a real venue, and they’re 暫定日本語案: useful for other consumers of the データ (your own systems, other 検索 engines, 暫定日本語案: and AI/LLM understanding). They just don’t, by themselves, get an online-only 暫定日本語案: event into Google’s rich result.
• 暫定日本語案: If you run webinars or online-only events, don’t expect the event rich 暫定日本語案: result. Use the markup for machine-readability if you like, but plan your 暫定日本語案: visibility around the rest of your SEO, not the event experience.

暫定日本語案: I want to be precise here rather than sensational: this is not “virtual events 暫定日本語案: are banned.” It’s that a virtual event with no real-world component isn’t 暫定日本語案: eligible for the specific event rich result. Most of the competing コンテンツ on this 暫定日本語案: topic still treats OnlineEventAttendanceMode as a live Google feature that gets 暫定日本語案: an online event into the rich result on its own. Straight from Google’s current 暫定日本語案: docs, that’s not how it works.

暫定日本語案: Handling event status: EventScheduled, EventCancelled, EventPostponed, EventRescheduled

暫定日本語案: eventStatus takes one of four values, and there’s one rule that dwarfs the rest: 暫定日本語案: never remove startDate or location when the status changes. Google warns: 暫定日本語案: “When the event status changes, DON’T remove the startDate. The startDate 暫定日本語案: property is required to help identify the unique event.”

暫定日本語案: If you don’t set eventStatus at all, Google treats the event as EventScheduled 暫定日本語案: (the normal, going-ahead state). The other three:

• 暫定日本語案: EventCancelled — the event won’t happen. Google: “Don’t remove or change 暫定日本語案: other properties (for example, don’t remove startDate or location); instead, 暫定日本語案: keep all values as the same as they were before the cancelation, and update the 暫定日本語案: eventStatus to EventCancelled. Why? Properties like startDate and 暫定日本語案: location help identify the unique event and make sure people understand the new 暫定日本語案: status of the event.”
• 暫定日本語案: EventPostponed — it will happen, but the new date isn’t known yet. 暫定日本語案: Google: “The event has been postponed to a later date, but the date isn’t known 暫定日本語案: yet. Keep the original date in the startDate of the event until you know when 暫定日本語案: the event will take place. Once you know the new date information, change the 暫定日本語案: eventStatus to EventRescheduled and update the startDate and endDate with 暫定日本語案: the new date information.”
• 暫定日本語案: EventRescheduled — a new date is confirmed. Google: “The event has been 暫定日本語案: rescheduled to a later date. Update the startDate and endDate with the 暫定日本語案: relevant new dates. Optionally, you can also mark the eventStatus field as 暫定日本語案: rescheduled and add the previousStartDate.”

暫定日本語案: The distinction people most often blur: EventPostponed and EventCancelled are 暫定日本語案: not interchangeable. Cancelled means it’s off; postponed means it’s happening 暫定日本語案: later on a date you don’t know yet — and you should upgrade postponed to 暫定日本語案: rescheduled (with previousStartDate) once you do know.

暫定日本語案: One event, one URL — why listing ページ don’t qualify

暫定日本語案: Google is unambiguous: “Each event MUST have a unique URL (a leaf ページ) and markup 暫定日本語案: on that URL,” and “The event experience on Google only supports ページ that focus 暫定日本語案: on a single event. We recommend focusing on adding markup to your event posting 暫定日本語案: ページ instead of ページ that list schedules or multiple events.”

暫定日本語案: This is one of the most common implementation mistakes for venues and ticketing 暫定日本語案: platforms — marking up a calendar or “upcoming events” listing ページ and expecting a 暫定日本語案: rich result for each event on it. That ページ doesn’t qualify. Each event needs its 暫定日本語案: own dedicated ページ with its own markup.

暫定日本語案: Multi-day events vs. multiple performances

暫定日本語案: These are handled differently, and it trips up a lot of implementations:

• 暫定日本語案: A single event that spans several days → one Event with the startDate 暫定日本語案: and endDate covering the range. Google: “If your event or ticket info is for 暫定日本語案: an event that runs over several days, specify both the start and end dates of the 暫定日本語案: event.”
• 暫定日本語案: Multiple distinct ticketed performances across days → a separate Event 暫定日本語案: for each. Google: “If there are several different performances across different 暫定日本語案: days, each with individual tickets, add a separate Event element for each 暫定日本語案: パフォーマンス.”

暫定日本語案: For genuinely recurring series, スキーマ.org has EventSeries and eventSchedule 暫定日本語案: properties. They’re valid markup — but I’d treat them as “valid スキーマ.org, 暫定日本語案: unconfirmed rich-result impact” rather than a guaranteed path to the event 暫定日本語案: experience. When in doubt, follow Google’s documented pattern: one Event per 暫定日本語案: パフォーマンス.

暫定日本語案: コンテンツ policies — what gets events disapproved (and manually actioned)

暫定日本語案: Event markup has a real spam-enforcement history, so this isn’t hypothetical. 暫定日本語案: Google requires that “Each event must accurately describe the event name, start 暫定日本語案: date, and location,” and it spells out what not to mark up as an event:

• 暫定日本語案: Non-events. Google: *“Don’t promote non-event 商品 or services such as 暫定日本語案: ‘Trip package: San Diego/LA, 7 nights’ as events. Don’t add short-term discounts 暫定日本語案: or purchase opportunities, such as: ‘Concert — buy your tickets now,’ or ‘Concert
  • 暫定日本語案: 50% off until Saturday.’ Don’t mark business hours as events, such as: 暫定日本語案: ‘Adventure park open 8 AM to 5PM.’ Don’t mark coupons or vouchers as events, such 暫定日本語案: as: ‘5% off your first order.’”*
• 暫定日本語案: Membership/invitation-only events. Google: “Events must be bookable to the 暫定日本語案: general public. Events that require a membership, or invitation prior to 暫定日本語案: purchasing the ticket or attending the event are ineligible for the event 暫定日本語案: experience.”
• 暫定日本語案: School/minors on-premise events. Google: “Spectator events where the 暫定日本語案: primary participants and audience are minors and occur on-premise of a school 暫定日本語案: aren’t eligible for the event experience.”

暫定日本語案: And there are teeth behind this. Google: “If your サイト violates one or more of 暫定日本語案: these guidelines, then Google may take manual action against it. Once you have 暫定日本語案: remedied the problem, you can submit your サイト for reconsideration.” This isn’t 暫定日本語案: theoretical — Google was reported to have issued manual actions against sites using 暫定日本語案: Event markup to promote sales and coupons rather than genuine events, which is 暫定日本語案: exactly the “don’t add short-term discounts” and “don’t mark coupons as events” 暫定日本語案: guidance above. (I’d verify the specifics against a primary source before treating 暫定日本語案: any particular case as canonical — the enforcement pattern is well established 暫定日本語案: regardless.)

暫定日本語案: Date and time formatting

暫定日本語案: Use ISO-8601, and include the timezone offset. Google’s guidance: specify the 暫定日本語案: timezone by including the UTC/GMT offset — an event at 7pm on September 5 in New 暫定日本語案: York should carry the -04:00 or -05:00 offset. For a genuinely day-long event 暫定日本語案: where the hour is unknown or irrelevant, use the date only (no time). And don’t 暫定日本語案: fake a midnight start: a value like 2019-08-15T00:00:00+00:00 for an event whose 暫定日本語案: start time you don’t actually know reads to Google as literally midnight, which is 暫定日本語案: almost certainly wrong.

暫定日本語案: Event subtypes: base Event vs. MusicEvent, BusinessEvent, etc.

暫定日本語案: スキーマ.org has subtypes — MusicEvent, BusinessEvent, EducationEvent, 暫定日本語案: SportsEvent, and more. You don’t have to use them: the base Event type is 暫定日本語案: valid and sufficient, and Google’s documented required/recommended properties apply 暫定日本語案: the same way regardless. Subtypes add more specific semantic tagging if you want 暫定日本語案: it, but “you must use MusicEvent” is a myth — base Event is fine.

暫定日本語案: Bing and Event スキーマ

暫定日本語案: Bing doesn’t publish an Event-specific structured-データ help ページ the way Google 暫定日本語案: does. Its general reference — 暫定日本語案: Marking Up Your サイト with Structured 暫定日本語案: データ 暫定日本語案: — confirms Bing supports the スキーマ.org vocabulary broadly (along with Microdata, 暫定日本語案: RDFa, and Open Graph), without Event-specific required/recommended property lists. 暫定日本語案: I’m not going to invent Bing Event support that doesn’t have a documentation ページ 暫定日本語案: behind it. The honest framing: Bing rewards well-formed スキーマ.org markup generally 暫定日本語案: and won’t punish you for including Event スキーマ, but it has no equivalent of 暫定日本語案: Google’s dedicated event rich-result/検索 experience. So the primary motivation 暫定日本語案: for Event markup remains Google — plus general machine-readability for AI/LLM 暫定日本語案: consumption.

暫定日本語案: Validating and troubleshooting

暫定日本語案: Validate the markup with Google’s Rich Results 暫定日本語案: Test, and monitor the Events report 暫定日本語案: and enhancements in 検索 Console. A note on regional availability: Google’s event 暫定日本語案: 検索 experience is available in a specific set of countries/languages, and that 暫定日本語案: list changes — verify the current availability directly on Google’s docs ページ at 暫定日本語案: the time you implement, rather than trusting a stale list.

暫定日本語案: Where this sits

暫定日本語案: Event スキーマ is one of the Social & Community スキーマ types in the broader 暫定日本語案: structured-データ picture, alongside markup like DiscussionForumPosting, FAQPage, 暫定日本語案: HowTo, QAPage, and SoftwareApplication. For the vocabulary as a whole and how these 暫定日本語案: pieces fit together, see the broader スキーマ Markup and Structured データ 暫定日本語案: hubs this article nests under.

暫定日本語案: AI summary

暫定日本語案: A condensed take on the Advanced version:

• 暫定日本語案: What it is: schema.org/Event markup (usually JSON-LD) on an 暫定日本語案: individual event ページ that labels the event’s name, date, location, and 暫定日本語案: ticketing so the ページ can qualify for Google’s event rich result and 暫定日本語案: event-検索 experience.
• 暫定日本語案: Required properties (three): name, startDate, location. name is the 暫定日本語案: event title (not the venue, not the event type, no promos); startDate is 暫定日本語案: ISO-8601 with date and time; location is a Place with a name and a specific 暫定日本語案: address.
• 暫定日本語案: The load-bearing myth-bust: per Google’s current (Dec 2025) docs, 暫定日本語案: virtual-only events aren’t supported — “Events must take place in a physical 暫定日本語案: location.” eventAttendanceMode and VirtualLocation are valid スキーマ.org 暫定日本語案: (added March 2020, COVID era) but don’t get an online-only event into the rich 暫定日本語案: result on their own. Hybrid/virtual events likely still need a real-world 暫定日本語案: location component.
• 暫定日本語案: One event = one unique leaf URL. Listing/schedule/calendar ページ with 暫定日本語案: multiple events don’t qualify.
• 暫定日本語案: eventStatus (four values): default EventScheduled; EventCancelled (off), 暫定日本語案: EventPostponed (happening later, date unknown), EventRescheduled (new date 暫定日本語案: set, add previousStartDate). Never strip startDate or location when the 暫定日本語案: status changes.
• 暫定日本語案: Multi-day vs. multi-パフォーマンス: a single multi-day event is one Event with 暫定日本語案: startDate/endDate; multiple ticketed performances are a separate Event 暫定日本語案: each. EventSeries/eventSchedule are valid but unconfirmed for the rich result.
• 暫定日本語案: コンテンツ policy has teeth: don’t mark up sales, coupons, business hours, or 暫定日本語案: other non-events; membership/invitation-only and school-minors-on-premise events 暫定日本語案: are ineligible; violations can draw manual actions.
• 暫定日本語案: Dates: ISO-8601 with timezone offset; date-only for day-long events; don’t 暫定日本語案: fake a midnight start.
• 暫定日本語案: Subtypes optional: base Event is valid and sufficient — MusicEvent, 暫定日本語案: BusinessEvent, etc. add semantics but aren’t required.
• 暫定日本語案: Bing: no dedicated Event doc; supports スキーマ.org broadly; no event rich 暫定日本語案: result. Primary motivation for Event markup is Google (plus AI/LLM readability).
• 暫定日本語案: Eligibility ≠ display: valid markup only makes the ページ eligible; Google still 暫定日本語案: decides whether to show it.

暫定日本語案: Official documentation

暫定日本語案: Primary-source documentation from the 検索 engines.

暫定日本語案: Google

• 暫定日本語案: Event (Event) structured データ — the authoritative reference: required/recommended properties, eventStatus, the one-event-one-URL rule, コンテンツ policies, and the virtual-events statement. (Footer: “Last updated 2025-12-10 UTC.”)
• 暫定日本語案: New properties for virtual, postponed, and canceled events (March 2020) — the COVID-era rollout of eventAttendanceMode, eventStatus, and VirtualLocation. Useful for understanding why so much virtual-event advice exists — and why the current docs have moved on.
• 暫定日本語案: General Structured データ Guidelines — the サイト-wide structured-データ policies (accuracy, no spam) that Event markup must also follow.
• 暫定日本語案: Rich Results Test — validate Event markup and check rich-result eligibility.

暫定日本語案: スキーマ.org (the vocabulary)

• 暫定日本語案: スキーマ.org/Event — the full Event type reference and its properties.
• 暫定日本語案: スキーマ.org/eventAttendanceMode — the online/offline/mixed attendance-mode property (valid vocabulary, not sufficient alone for Google’s rich result).
• 暫定日本語案: スキーマ.org/EventSeries and スキーマ.org/eventSchedule — the recurring-series vocabulary (valid markup, unconfirmed rich-result impact).

暫定日本語案: Bing / Microsoft

• 暫定日本語案: Marking Up Your サイト with Structured データ — Bing’s general structured-データ support (スキーマ.org, JSON-LD, Microdata, RDFa). Note: Bing has no dedicated Event structured-データ documentation.

暫定日本語案: Quotes from the source

暫定日本語案: On-the-record statements from Google’s documentation. Each リンク is a deep リンク that 暫定日本語案: jumps to the quoted passage on the source ページ.

暫定日本語案: Google — required properties

• 暫定日本語案: “You must include the required properties for your コンテンツ to be eligible for display in enhanced 検索 results.” 暫定日本語案: — Google 検索 Central, Event structured データ. 暫定日本語案: Jump to quote
• 暫定日本語案: “The start date and start time of the event in ISO-8601 format. Add both the date and time so users can find events that fit into their schedule.” 暫定日本語案: Jump to quote
• 暫定日本語案: On the event name: “Not recommended: Bill Graham Civic Auditorium.” 暫定日本語案: Jump to quote
• 暫定日本語案: On addresses: “If the event happens across several streets, define the starting location and mention the full details in description.” 暫定日本語案: Jump to quote

暫定日本語案: Google — virtual events (the accuracy spine)

• 暫定日本語案: “Virtual experiences that have no real-world component aren’t supported. Events must take place in a physical location.” 暫定日本語案: Jump to quote

暫定日本語案: Google — event status changes

• 暫定日本語案: “Warning: When the event status changes, DON’T remove the startDate. The startDate property is required to help identify the unique event.” 暫定日本語案: Jump to quote
• 暫定日本語案: On cancellations: “Don’t remove or change other properties (for example, don’t remove startDate or location); instead, keep all values as the same as they were before the cancelation, and update the eventStatus to EventCancelled.” 暫定日本語案: Jump to quote
• 暫定日本語案: On postponement: “The event has been postponed to a later date, but the date isn’t known yet. Keep the original date in the startDate of the event until you know when the event will take place.” 暫定日本語案: Jump to quote
• 暫定日本語案: On rescheduling: “The event has been rescheduled to a later date. Update the startDate and endDate with the relevant new dates.” 暫定日本語案: Jump to quote

暫定日本語案: Google — one event, one URL, and multi-day events

• 暫定日本語案: “Each event MUST have a unique URL (a leaf ページ) and markup on that URL.” 暫定日本語案: Jump to quote
• 暫定日本語案: “Mark up multi-day events correctly: If your event or ticket info is for an event that runs over several days, specify both the start and end dates of the event.” 暫定日本語案: Jump to quote

暫定日本語案: Google — コンテンツ policies

• 暫定日本語案: “Don’t promote non-event 商品 or services such as ‘Trip package: San Diego/LA, 7 nights’ as events.” 暫定日本語案: Jump to quote
• 暫定日本語案: “Events must be bookable to the general public. Events that require a membership, or invitation prior to purchasing the ticket or attending the event are ineligible for the event experience.” 暫定日本語案: Jump to quote
• 暫定日本語案: “Spectator events where the primary participants and audience are minors and occur on-premise of a school aren’t eligible for the event experience.” 暫定日本語案: Jump to quote
• 暫定日本語案: “If your サイト violates one or more of these guidelines, then Google may take manual action against it.” 暫定日本語案: Jump to quote

暫定日本語案: Note: all quotes above are from Google’s current Event structured-データ 暫定日本語案: documentation (footer: “Last updated 2025-12-10 UTC”). The 2019 manual-action 暫定日本語案: enforcement referenced in the article is well-documented industry history but was 暫定日本語案: not fetched to a primary source in this pass — confirm the specifics against the 暫定日本語案: original reporting before treating any individual case as canonical. No 暫定日本語案: Event-specific verbatim quote from a named Google rep (Mueller/Illyes/Splitt) was 暫定日本語案: confirmed against a primary source, so none is reproduced here.

暫定日本語案: Event スキーマ cheat sheet

暫定日本語案: The minimum for the event rich result

暫定日本語案: Event.name + startDate + location (a Place with name and 暫定日本語案: address). Individual event ページ only — one event per leaf URL.

暫定日本語案: Required vs. recommended

暫定日本語案: The four eventStatus values

暫定日本語案: Multi-day vs. multiple performances

暫定日本語案: Fast facts

• 暫定日本語案: Format: JSON-LD (recommended).
• 暫定日本語案: Virtual-only events aren’t eligible for Google’s event rich result — physical 暫定日本語案: location required.
• 暫定日本語案: eventAttendanceMode / VirtualLocation: valid スキーマ.org, not sufficient alone.
• 暫定日本語案: Never strip startDate/location when updating eventStatus.
• 暫定日本語案: Base Event is fine — subtypes (MusicEvent, etc.) are optional.
• 暫定日本語案: Bing: no dedicated Event docs, no event rich result.
• 暫定日本語案: Valid markup = eligible, not guaranteed to show.

暫定日本語案: Is my event eligible for Google’s event rich result?

暫定日本語案: Work down the questions:

暫定日本語案: Event スキーマ myths and mistakes to avoid

暫定日本語案: Myth: “Add eventAttendanceMode: OnlineEventAttendanceMode and your virtual-only 暫定日本語案: event will show in Google’s event rich result.” 暫定日本語案: False per Google’s current docs — virtual-only events with no physical component 暫定日本語案: aren’t supported for the event experience, regardless of eventAttendanceMode or 暫定日本語案: VirtualLocation. Those properties are valid スキーマ.org and fine for hybrid 暫定日本語案: events (which have a real venue) or non-Google consumers, but they don’t get a 暫定日本語案: purely online event into Google’s rich result.

暫定日本語案: Myth: “You must use a specific subtype like MusicEvent or BusinessEvent 暫定日本語案: instead of the base Event type.” 暫定日本語案: Not required — the base Event type is valid and sufficient, and Google’s 暫定日本語案: documented required/recommended properties apply the same way. Subtypes add 暫定日本語案: semantics if you want them, nothing more.

暫定日本語案: Myth: “Cancelled or expired events should have their スキーマ removed.” 暫定日本語案: False, and explicitly warned against. Keep startDate and location in place and 暫定日本語案: just update eventStatus to EventCancelled, EventPostponed, or 暫定日本語案: EventRescheduled. Google needs those properties to identify the unique event and 暫定日本語案: communicate the new status.

暫定日本語案: Myth: “You can mark up a ページ listing all your upcoming events and get a rich 暫定日本語案: result for each one.” 暫定日本語案: Unsupported — each event needs its own unique leaf-ページ URL with its own markup. 暫定日本語案: Listing/schedule/calendar ページ don’t qualify.

暫定日本語案: Myth: “Event スキーマ is a ranking factor.” 暫定日本語案: Overstated — like other structured データ, it makes a ページ eligible for a specific 暫定日本語案: rich result; it isn’t a general organic-ranking signal.

暫定日本語案: Myth: “EventPostponed and EventCancelled are interchangeable.” 暫定日本語案: They’re not. EventCancelled means the event is off; EventPostponed means it’ll 暫定日本語案: happen but the new date isn’t known yet — and should be upgraded to 暫定日本語案: EventRescheduled (with previousStartDate) once the date is confirmed.

暫定日本語案: Mistake: marking up a sale, coupon, or “limited time offer” as an event. 暫定日本語案: Against policy — Google explicitly calls out short-term discounts, coupons, 暫定日本語案: business hours, and non-event 商品/services as ineligible/violating. This has 暫定日本語案: historically triggered manual actions.

暫定日本語案: Mistake: putting the venue name (or a promo) in the event name. 暫定日本語案: The event name is the event’s title. Use location.name for the venue, and keep 暫定日本語案: promos, prices, and “buy your tickets now” out of the name entirely.

暫定日本語案: Mistake: faking a start time. 暫定日本語案: A value like 2019-08-15T00:00:00+00:00 for an event whose start time you don’t 暫定日本語案: know reads as literally midnight. For day-long events with an unknown/irrelevant 暫定日本語案: hour, use the date only — no time.

暫定日本語案: Tools for validating Event スキーマ

• 暫定日本語案: スキーマ Markup Validator — paste Event JSON-LD or 暫定日本語案: the full ページ to catch syntax, スキーマ.org vocabulary, and graph-reference 暫定日本語案: problems before checking Google’s Event-specific requirements.
• 暫定日本語案: Rich-Result Eligibility Checker — verify 暫定日本語案: that the Event includes the required name, startDate, and physical location, 暫定日本語案: then review missing recommended properties.
• 暫定日本語案: Google Rich Results Test — test 暫定日本語案: the deployed event URL with Google’s renderer and confirm the Event markup it 暫定日本語案: actually detects.

暫定日本語案: Common Event スキーマ issues

暫定日本語案: The markup validates, but the online event is not eligible

• 暫定日本語案: Symptom — A virtual-only event has valid スキーマ.org markup but no eligible 暫定日本語案: Google event rich result.
• 暫定日本語案: Likely cause — VirtualLocation and OnlineEventAttendanceMode are valid 暫定日本語案: vocabulary, but Google’s current Event documentation requires a real-world 暫定日本語案: physical location for this rich result.
• 暫定日本語案: Fix — Do not fabricate a venue. Keep the markup for machine-readability if it 暫定日本語案: accurately describes the event, but stop treating the Google event experience as 暫定日本語案: an available channel for that online-only event.

暫定日本語案: A cancelled or postponed event develops required-property errors

• 暫定日本語案: Symptom — An Event that previously qualified now reports a missing 暫定日本語案: startDate or location after its status changed.
• 暫定日本語案: Likely cause — The update process removed identifying properties when it set 暫定日本語案: EventCancelled or EventPostponed.
• 暫定日本語案: Fix — Restore the original startDate and location. Change 暫定日本語案: eventStatus while retaining those values; once a postponed event has a new 暫定日本語案: date, use EventRescheduled, update the dates, and add previousStartDate.

暫定日本語案: Event markup triggers a policy issue or manual action

• 暫定日本語案: Symptom — Event enhancements disappear broadly, or 検索 Console reports a 暫定日本語案: structured-データ manual action.
• 暫定日本語案: Likely cause — ページ are marking up sales, coupons, business hours, 暫定日本語案: invitation-only activity, or other non-events as Event コンテンツ.
• 暫定日本語案: Fix — Remove Event markup from anything that is not a genuine, publicly 暫定日本語案: bookable event, correct affected ページ, validate them again, and follow 検索 暫定日本語案: Console’s reconsideration process if a manual action is present.

暫定日本語案: Prove an Event markup change took effect

暫定日本語案: Test 1 — A new in-person event is eligible in the rendered ページ

• 暫定日本語案: Test to run — Test the deployed leaf-ページ URL with the Rich-Result 暫定日本語案: Eligibility Checker and Google’s Rich Results 暫定日本語案: Test.
• 暫定日本語案: Expected result — Both detect one Event with name, startDate, and a 暫定日本語案: physical Place location; Google reports no critical Event errors.
• 暫定日本語案: Failure interpretation — A virtual-only location, missing required field, 暫定日本語案: listing-ページ implementation, or client-side rendering failure prevents the 暫定日本語案: intended eligibility.
• 暫定日本語案: Monitoring window — Immediate in the validators; allow the next Google クロール 暫定日本語案: before expecting 検索 Console reporting to change.
• 暫定日本語案: Rollback trigger — Do not ship markup that invents a physical venue or 暫定日本語案: describes a different event than the visible ページ. Remove the block until the 暫定日本語案: ページ and markup can agree.

暫定日本語案: Test 2 — A status update preserves the event identity

• 暫定日本語案: Test to run — After setting EventCancelled, EventPostponed, or 暫定日本語案: EventRescheduled, compare the rendered JSON-LD with the prior version and 暫定日本語案: validate the live URL again.
• 暫定日本語案: Expected result — startDate and location remain present; a rescheduled 暫定日本語案: event has the new dates and previousStartDate while the status uses the correct 暫定日本語案: スキーマ.org enumeration.
• 暫定日本語案: Failure interpretation — Missing identifying fields means the update job or 暫定日本語案: template stripped データ that Google says to retain.
• 暫定日本語案: Monitoring window — Immediate after the status deployment and cache 暫定日本語案: clearance.
• 暫定日本語案: Rollback trigger — Revert the status-template change if it removes 暫定日本語案: startDate or location across event ページ, then redeploy a corrected mapping.

暫定日本語案: Event JSON-LD examples

暫定日本語案: A standard in-person event (Google’s own example)

暫定日本語案: A single, scheduled, physically-located event with the required three properties 暫定日本語案: plus the recommended extras. This is reproduced from Google’s Event documentation:

{
  "@context": "https://schema.org",
  "@type": "Event",
  "name": "The Adventures of Kira and Morrison",
  "startDate": "2025-07-21T19:00-05:00",
  "endDate": "2025-07-21T23:00-05:00",
  "eventStatus": "https://schema.org/EventScheduled",
  "location": {
    "@type": "Place",
    "name": "Snickerpark Stadium",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "100 West Snickerpark Dr",
      "addressLocality": "Snickertown",
      "postalCode": "19019",
      "addressRegion": "PA",
      "addressCountry": "US"
    }
  },
  "image": [
    "https://example.com/photos/1x1/photo.jpg",
    "https://example.com/photos/4x3/photo.jpg",
    "https://example.com/photos/16x9/photo.jpg"
  ],
  "description": "The Adventures of Kira and Morrison is coming to Snickertown in a can't miss performance.",
  "offers": {
    "@type": "Offer",
    "url": "https://www.example.com/event_offer/12345_202403180430",
    "price": 30,
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "validFrom": "2024-05-21T12:00"
  },
  "performer": {
    "@type": "PerformingGroup",
    "name": "Kira and Morrison"
  },
  "organizer": {
    "@type": "Organization",
    "name": "Kira and Morrison Music",
    "url": "https://kiraandmorrisonmusic.com"
  }
}

暫定日本語案: Note the details that matter: location is a real Place with a full address, the 暫定日本語案: availability and eventStatus use the スキーマ.org enum URL form (not plain 暫定日本語案: strings), and the name is the event title — not the venue “Snickerpark Stadium,” 暫定日本語案: which correctly lives in location.name.

暫定日本語案: The same event, cancelled — what changes and what doesn’t

暫定日本語案: When an event is called off, you keep startDate and location exactly as 暫定日本語案: they were and only flip eventStatus:

{
  "@context": "https://schema.org",
  "@type": "Event",
  "name": "The Adventures of Kira and Morrison",
  "eventStatus": "https://schema.org/EventCancelled",
  "startDate": "2025-07-21T19:00-05:00",
  "endDate": "2025-07-21T23:00-05:00",
  "location": {
    "@type": "Place",
    "name": "Snickerpark Stadium",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "100 West Snickerpark Dr",
      "addressLocality": "Snickertown",
      "postalCode": "19019",
      "addressRegion": "PA",
      "addressCountry": "US"
    }
  }
}

暫定日本語案: The one change is eventStatus → https://schema.org/EventCancelled. Deleting 暫定日本語案: startDate or location here would be the mistake — Google needs them to identify 暫定日本語案: the unique event and tell users it’s off.

暫定日本語案: A rescheduled event — new dates, with previousStartDate

暫定日本語案: Once a postponed event has a confirmed new date, switch to EventRescheduled, 暫定日本語案: update the dates, and record the old one:

{
  "@context": "https://schema.org",
  "@type": "Event",
  "name": "The Adventures of Kira and Morrison",
  "eventStatus": "https://schema.org/EventRescheduled",
  "previousStartDate": "2025-07-21T19:00-05:00",
  "startDate": "2025-09-14T19:00-05:00",
  "endDate": "2025-09-14T23:00-05:00",
  "location": {
    "@type": "Place",
    "name": "Snickerpark Stadium",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "100 West Snickerpark Dr",
      "addressLocality": "Snickertown",
      "postalCode": "19019",
      "addressRegion": "PA",
      "addressCountry": "US"
    }
  }
}

暫定日本語案: Individual event ページ vs. a listing ページ

暫定日本語案: This is the distinction that trips up venues and ticketing platforms:

• 暫定日本語案: ✅ Eligible — individual event ページ: example.com/events/kira-morrison-july-21/ 暫定日本語案: with a single Event object describing that one show. This is what qualifies.
• 暫定日本語案: ❌ Not eligible — listing ページ: example.com/events/ showing a calendar or 暫定日本語案: grid of ten upcoming shows, marked up (or not) as a batch. Google’s event 暫定日本語案: experience only supports ページ that focus on a single event — so mark up the 暫定日本語案: individual event ページ, not the listing.

暫定日本語案: (The JSON-LD blocks above are simplified illustrative examples built on Google’s 暫定日本語案: documented standard-event example; validate your own markup with the Rich Results 暫定日本語案: Test before shipping.)

暫定日本語案: Test yourself: Event スキーマ

暫定日本語案: Five quick questions on スキーマ.org/Event, the physical-location rule, and event 暫定日本語案: status handling. Pick an answer for each, then check.

暫定日本語案: Resources worth your time

暫定日本語案: My writing on this topic

暫定日本語案: I haven’t published a standalone Event スキーマ guide of my own — so rather than 暫定日本語案: point you at something that doesn’t exist, the honest move is to send you to the 暫定日本語案: primary sources below and to the related structured-データ work on this サイト. For the 暫定日本語案: broader vocabulary and where Event fits, see the スキーマ Markup and Structured 暫定日本語案: データ hubs; for the AI angle, スキーマ Markup for 暫定日本語案: AI.

暫定日本語案: From around the industry

• 暫定日本語案: Event (Event) structured データ (Google 検索 Central) — the authoritative reference for required/recommended properties, eventStatus, the one-event-one-URL rule, コンテンツ policies, and the virtual-events statement.
• 暫定日本語案: New properties for virtual, postponed, and canceled events (Google 検索 Central Blog, March 2020) — the COVID-era rollout that’s the source of most virtual-event advice; read it alongside the current docs to see how guidance evolved.
• 暫定日本語案: General Structured データ Guidelines (Google) — the サイト-wide accuracy/spam policies Event markup must also satisfy.
• 暫定日本語案: スキーマ.org/Event — the full vocabulary reference for the Event type and its properties.
• 暫定日本語案: Rich Results Test (Google) — validate Event markup and check eligibility.
• 暫定日本語案: Marking Up Your サイト with Structured データ (Bing Webmaster Tools) — Bing’s general (non-Event-specific) structured-データ support.
• 暫定日本語案: A Simple SEO Guide for Successful Event Marketing (Ahrefs) — a broader look at SEO for events, with event structured データ as one implementation tactic.
• 暫定日本語案: What Is スキーマ Markup? How to Add It & Why It Matters (Ahrefs) — a general スキーマ guide with a useful AI-agent/discovery angle.

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