organizer

organizer · Recommended by Google

Appears in

Event

What is it?

The person or organization hosting an event. This is not the venue or the performer but the entity responsible for planning, promoting, and running the event. For a tech conference, the organizer might be the company behind it. For a charity gala, it might be the nonprofit. Google uses this to attribute events to known entities and connect them to knowledge panels.

Why this matters for AEO

When a user asks "who is behind [event]" or "what events does [company] run," AI answer engines use organizer to connect events to their hosts. This builds entity relationships: the organizer name links to a broader knowledge graph entry, which strengthens both the event listing and the organizer's entity profile in AI systems.

What the specs say

Schema.org: Organization, Person. An organizer of an Event. schema.org/organizer

Google: Recommended. "The person or organization hosting the event." Google also recommends the sub-properties organizer.name (name of the host) and organizer.url (domain URL of the host). Google Event docs

How to find your value

• organizer.name — Event page header, "Hosted by" or "Organized by" section
• organizer.url — The organizer's main website (not the event page)
• @type — Use Organization for companies, nonprofits, groups. Use Person for individual hosts.

The organizer URL should point to the host's homepage or about page, not the specific event listing.

Format and code

Organization as organizer:

{
  "@type": "Event",
  "name": "Data Saturday Oslo 2025",
  "organizer": {
    "@type": "Organization",
    "name": "Data Saturday Oslo",
    "url": "https://datasatoslo.com"
  }
}

Person as organizer:

{
  "@type": "Event",
  "name": "Growth Marketing Meetup",
  "organizer": {
    "@type": "Person",
    "name": "Sarah Chen",
    "url": "https://sarahchen.com"
  }
}

Always include both name and url as Google recommends both sub-properties.

Webflow implementation

Static pages

Add organizer to the Event JSON-LD in Page Settings > Custom Code (Before ):

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Event",
  "name": "Webflow Conf 2024",
  "organizer": {
    "@type": "Organization",
    "name": "Webflow",
    "url": "https://webflow.com"
  },
  "startDate": "2024-10-09T09:00:00"
}
</script>

CMS template pages

Create CMS fields for organizer name and organizer URL. Reference both in the JSON-LD embed to build the nested organizer object.

In Schema HQ

The populates the behavior covers organizer field from your site's organization data. It nests the organization name and URL automatically in the Event JSON-LD output.

Real examples

Eventbrite (Data Saturday Oslo 2025):

"organizer": {
  "@type": "Organization",
  "name": "Data Saturday Oslo",
  "url": "https://www.eventbrite.com/o/data-saturday-oslo-33978338001"
}

Related fields

• performer — who performs at the event (distinct from who organizes it)
• location — where the event takes place
• eventStatus — the current status of the event
• startDate — when the event begins
• event — the event being organized or performed at

FAQ

What is the difference between organizer and performer?

The organizer plans and hosts the event. The performer participates in it (presents, plays music, acts). A music festival has an organizer (the production company) and multiple performers (the bands). Both can be Organization or Person types, but they serve different roles.

Should organizer.url point to the event page or the organizer's website?

The organizer's main website. Google's documentation specifies the "domain URL of the host," meaning the organizer's homepage or about page. The event page URL belongs in the Event's url property, not in organizer.url.

Can I have multiple organizers?

Yes. Use an array of Organization or Person objects. This is common for co-hosted events, joint conferences, or events organized by a coalition.