event

event · Optional

Appears in

Organization

What is it?

event links an organization to upcoming or past events it organizes, sponsors, hosts, or is associated with. Each value is a structured Event object with a name, date, location, and optional details about the type of event. For organizations that run recurring conferences, workshops, or community events, this field makes that activity machine-readable.

Why this matters for AEO

AI answer engines respond to queries about events: "does [company] have an annual conference?", "what events is [company] hosting this year?", or "when is [company's] next webinar?" A structured event on the Organization schema gives these systems accurate, current event data tied directly to the organizational entity rather than requiring inference from calendar pages or press releases. For brands where events are a significant go-to-market channel (developer conferences, user summits, product launches), this field ensures the activity appears in entity-level answers. It also supports AI systems building comparative answers about conference schedules and industry event calendars.

What the specs say

Schema.org:event expects an Event object. Upcoming or past event associated with this place, organization, or action. The range includes InformAction, InviteAction, JoinAction, LeaveAction, Organization, Place, and PlayAction. [Source: https://schema.org/event]

Google: Not mentioned in Google's structured data documentation for Organization. Google documents Event structured data separately for event rich results eligibility, which requires Event schema on the event's own page. [Source: https://developers.google.com/search/docs/appearance/structured-data/event]

How to find your value

Identify events the organization organizes or is primarily responsible for. Common categories:

• Annual user conferences (e.g., Dreamforce, re:Invent, Google I/O)
• Product launch events
• Industry trade show appearances where the organization is the host
• Recurring webinars or virtual events with public registration
• Community meetups organized by the company

For events with their own dedicated pages, use url within the Event object to link to the full event page, which should carry its own Event structured data.

Format and code

Single event:

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Salesforce",
  "url": "https://salesforce.com",
  "event": {
    "@type": "Event",
    "name": "Dreamforce 2025",
    "startDate": "2025-09-16",
    "endDate": "2025-09-19",
    "url": "https://www.salesforce.com/dreamforce/",
    "location": {
      "@type": "Place",
      "name": "Moscone Center",
      "address": {
        "@type": "PostalAddress",
        "addressLocality": "San Francisco",
        "addressRegion": "CA",
        "addressCountry": "US"
      }
    },
    "description": "Salesforce's annual conference for customers, partners, and developers."
  }
}

Multiple events as an array:

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "HashiCorp",
  "url": "https://hashicorp.com",
  "event": [
    {
      "@type": "Event",
      "name": "HashiConf 2025",
      "startDate": "2025-10-07",
      "endDate": "2025-10-09",
      "eventStatus": "https://schema.org/EventScheduled",
      "location": {
        "@type": "Place",
        "name": "Boston Convention Center",
        "address": {
          "@type": "PostalAddress",
          "addressLocality": "Boston",
          "addressRegion": "MA",
          "addressCountry": "US"
        }
      }
    },
    {
      "@type": "Event",
      "name": "HashiTalks 2025",
      "startDate": "2025-02-20",
      "eventStatus": "https://schema.org/EventScheduled",
      "eventAttendanceMode": "https://schema.org/OnlineEventAttendanceMode",
      "location": {
        "@type": "VirtualLocation",
        "url": "https://www.hashitalks.com"
      }
    }
  ]
}

Online-only event:

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Webflow",
  "url": "https://webflow.com",
  "event": {
    "@type": "Event",
    "name": "Webflow Conf 2025",
    "startDate": "2025-10-01",
    "eventAttendanceMode": "https://schema.org/MixedEventAttendanceMode",
    "url": "https://webflowconf.com",
    "location": [
      {
        "@type": "VirtualLocation",
        "url": "https://webflowconf.com/livestream"
      },
      {
        "@type": "Place",
        "name": "San Francisco",
        "address": {
          "@type": "PostalAddress",
          "addressLocality": "San Francisco",
          "addressRegion": "CA",
          "addressCountry": "US"
        }
      }
    ]
  }
}

Webflow implementation

Static pages

Add the JSON-LD in Page Settings > Custom Code on your homepage or events page. Update event dates and details at the start of each event cycle. Remove past events or update eventStatus to EventCancelled or EventPostponed if applicable.

CMS template pages

For organizations with a CMS-driven events calendar, store event name, start date, end date, and location as CMS fields. Each event CMS item should also carry its own Event structured data on its detail page. On the organization page, reference upcoming events via event in an embed with CMS field bindings.

In Schema HQ

The event field configures event as a nested event object within the organization schema editor. enter event name, dates, location, and url. for recurring annual events, update the year and dates before each occurrence. is supported

Real examples

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "Amazon Web Services",
  "url": "https://aws.amazon.com",
  "event": {
    "@type": "Event",
    "name": "AWS re:Invent 2025",
    "startDate": "2025-12-01",
    "endDate": "2025-12-05",
    "url": "https://reinvent.awsevents.com",
    "location": {
      "@type": "Place",
      "name": "Las Vegas, Nevada",
      "address": {
        "@type": "PostalAddress",
        "addressLocality": "Las Vegas",
        "addressRegion": "NV",
        "addressCountry": "US"
      }
    },
    "description": "AWS re:Invent is an annual learning conference hosted by Amazon Web Services for the global cloud computing community."
  }
}

Related fields

• location
• name
• url
• description
• foundingDate

FAQ

Does adding event to Organization create event rich results in Google Search?

No. Google requires Event structured data to appear on the event's own dedicated page to be eligible for event rich results. Adding event to the Organization schema improves entity knowledge but does not directly generate event listings in search. For rich results, implement Event schema on each event's individual page.

Should past events be removed from the schema?

Past events can remain in the schema to document organizational history, but updating eventStatus to a past-event indicator or simply removing outdated entries keeps the data current. If accuracy is a priority, maintain only upcoming events in the Organization schema.

What event types can be used as the @type?

Any schema.org Event subtype is valid: BusinessEvent, EducationEvent, SocialEvent, SportsEvent, Festival, MusicEvent, ScreeningEvent, and others. Use the most specific type that accurately describes the event category.