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Drive More Christmas Traffic to your Events via Your Google Business Page Knowledge Panel

Drive more traffic to your Christmas Events this season ( and all year ) by having your events displayed within your Google Business Page Knowledge Panel.


Pages   Analytics.png



In order for Google to use your event information in the knowledge panel, you need to provide Google with event details in a structured format using Event Schema or structured data markup.



Events in your Business Knowledge Panel


When a user searches for your business, your upcoming events are displayed within your businesses knowledge panel making it highly visible and easy to get to the relevant event page.


Events Displayed in Knowledge Panel.jpg



Two events where we applied the same marketing budgets for each event.


Event not displayed in knowledge panel, where users had to enter the site and find the relevant event page.


Event NOT displayed in knowledge panel.png


Event displayed in knowledge panel where the user could click on the event and go direct to event page in search results and then site.


Displaying Events in Knowledge Panel.png



A marked difference in pageviews on the actual event page.



Event Structured Data


Event schema needs to be applied to the actual event page on your website. There are currently 18 different types of event schema ranging from Business Events to Visual Art Events. Try and use the most relevant type schema or top line Event as default in your structured data.


Typical Event structured data will look like this (JSON-LD)


<script type="application/ld+json">
  "@context": "",
  "@type": "ExhibitionEvent",
  "name": "Stone and Bronze",
  "image": "", 
  "url": "",
  "description": "Stone and Bronze exhibition features work of three internationally recognised West Country Artists, Bridget McCrum, Tim Harrisson and Dominic Welch.",
  "startDate": "2016-09-24T10:00",
  "endDate": "2016-11-05T17:00",
  "location": {
    "@type": "Place",
    "name": "Messums Wiltshire",
    "sameAs": "",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "Place Farm, Court St, ",
      "addressLocality": "Tisbury",
      "addressRegion": "Wiltshire",
      "postalCode": "SP3 6LW"
  "offers": {
    "@type": "Offer",
    "url": ""


View More: Events Structured Data JSON-LD


So if you are planning a Christmas Fair, Late Night Shopping, Sale Event or Nativity Play, then its time to put these front and center in your Businesses Knowledge Panel.


Top Tip: If your event is outside of your set business hours, remember to add special hours to your Google business page, the last thing you want is your business page showing as closed when your event is just starting.


Wishing you a Very Prosperous Christmas Ahead.



about Tim Capper

Tim Capper operates a bespoke Local SEO and Google Business consultancy in the UK, Online Ownership. As an experienced SEO consultant, Tim takes an honest, straightforward approach to helping your business stand out online .