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Schema.org: Structured data for your event registration page

Matthias Heicke Updated by Matthias Heicke

Sweap enriches your event’s public registration page with structured data according to the schema.org standard. This helps search engines such as Google better understand your event and present it more prominently in search results.

What is schema.org?

schema.org is an open standard developed by Google, Bing, Yahoo, and Yandex for so-called “structured data.” Instead of a search engine reading a webpage only as plain text, it is also provided with machine-readable information: What type of page is this? When does the event take place? Where? Who is organizing it?

Technically, this information is embedded as JSON-LD in an invisible <script> tag in your page’s source code. So nothing changes visually for your guests, but search engines and other tools can read the data.

Why does Sweap provide this?

Under certain conditions, Google displays events marked up with schema.org directly in a dedicated event search result, for example with the date, location, and an image. Without structured data, Google has to determine for itself what a page is about, which is often unreliable for event pages. The same applies to other search engines.

Sweap adds this data automatically, so you do not need to configure or program anything.

What are the benefits?

  • SEO: Better visibility in Google Search, sometimes with a dedicated event preview instead of a standard blue link.
  • Higher click-through rate, because potential guests can already see the date, location, and an image in the search results.
  • AI bots: AI-powered search assistants and chatbots can identify your event more reliably and present its information more accurately thanks to structured data.
  • No additional effort: The data is generated from the information you already maintain for your event, such as the title, description, date, location, and image.

Where is it used?

Structured data is only added to public registration pages. Sweap does not add it to internal, password-protected, or non-public registration pages, as these are not relevant to search engines anyway. It is also not included in emails or in a page preview before publication.

What information does Sweap provide?

For each event, Sweap generates an Event object according to schema.org/Event containing the following information:

  • Title of your event
  • Description of your event
  • Start and end date
  • Attendance mode: in-person, online, or hybrid
  • Location: name, address, latitude, and longitude, if available
  • Image(s) from your registration page
  • Organizer: your company name and website, based on your account or brand settings

Requirements

For structured data to be included:

  1. public registration must be enabled for the page, and
  2. the page must either be published via the classic overview page as part of the Publishing Package or be published through IHK24 publication.

If both conditions are not met, Sweap deliberately does not add the structured data markup.

FAQ

Do I need to configure anything for my events to receive structured data?No. As soon as your page is public and published as described above, Sweap generates the data automatically.

Does this guarantee that my event will receive a special display in Google?No. Structured data is a basic requirement, but Google decides whether and how an event is highlighted in search results. This behavior can change at any time.

Can I see which data is being provided?Yes. Open the source code of your public registration page, usually by right-clicking in your browser and selecting “View page source,” and search for application/ld+json.

Are event cancellations, postponements, or date changes also displayed?Not currently. The event status is currently always marked as “scheduled.” If you cancel or postpone your event, you should also communicate this clearly on the page itself.

How did we do?

Deactivate event pages (URL link tracking)

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