Google using schema.org tags to highlight events in search

~Recent Google Update

Google has now expanded the use of Schema.org tags and created a tool to check your website to see if there are any errors.  Here are 2 links that Google has created.

Structured Data Testing Tool

Prototype and test your markup

Knowledge Card

In March of 2015, Google made a change in how they display entertainment and events in their search results. Before the change, if someone searched for his or her favorite band, Google would often display a knowledge graph panel that presented a lot of great details about them. Details like the names of group members and upcoming concert dates appeared with clickable links for additional information. For Google, in their ongoing effort to provide the most accurate and relevant information possible, instead of providing information from various sources, they began providing information directly from the band’s website.

Musicians, comedians, and other entertainers could have their events shown to Google users with details about them and information on where and how they can purchase tickets. This great feature provides an exceptional way for entertainers to advertize their events, but also a super way for fans to learn more about them. However, in order to use this feature, it is the responsibility of the entertainer or their webmaster to make sure they have the correct schema.org markup tags on their website. If not, Google will not recognize and display their information.

About Schema.org Tags

You may be familiar with HTML tags that used on web pages that guide the web browser in the best way to display the information in the tag. The problem is that the browser may misinterpret HTML tags. A good example of this related to how browsers interpret HTML tags regarding dates. Because there are many different formats to display a date, the HTML tag may not display it as you’d like. The schema project is a collaboration between the major search engines to standardize the structure of the markup. Schema microdata helps to define what something is and how it to handle it. The use of schema microdata can help your SEO strategy because it has the likelihood of increasing visibility, including event information for entertainers.

How to Add Your Information with Schema.org

Schema is considered a best practice for SEO and a requirement under the new Google rules for their knowledge graph panels. That does not imply there is not some level work needed to do so. Fortunately, Google has provided comprehensive information that will assist webmasters and entertainers to appear in the feature. If you are promoting your event and would like Google to highlight information from your website, adding the schema microdata can provide a tremendous boost to your potential audience. After all, isn’t it more fun to entertain a full-house?

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