Schema 类型：Event 适用场景：在实体场地举办、向公众开放预订的单场活动，如演出、展会、线下发布会。
Google 的活动体验只支持这类活动：没有线下部分的纯线上活动不支持；需要会员资格或邀请才能购票、参加的活动不符合；营业时间、优惠券、旅行套餐、限时购票促销不能标成活动。标记放在单个活动的详情页，不放在活动日程列表页；同一活动多天多场、分别售票的，每场一个 Event。
| 属性 | 类型 | 必需/推荐 | 说明 |
|---|---|---|---|
| name | Text | 必需 | 活动完整名称，不写场地名、价格、促销语 |
| startDate | DateTime | 必需 | 开始日期和时间，ISO 8601 含时区 |
| location | Place | 必需 | 含 location.address（详细地址）；location.name 填场地名，不重复活动名 |
| endDate | DateTime | 推荐 | 结束时间 |
| eventStatus | URL | 推荐 | EventScheduled、EventCancelled、EventPostponed、EventRescheduled |
| previousStartDate | DateTime | 推荐 | 改期时的原开始时间，同时要写 eventStatus |
| description / image | Text / URL | 推荐 | 活动描述与配图 |
| offers | Offer | 推荐 | 每种票一个 Offer；免费活动 price 填 0；未公开发售时可省略 availability、写 validFrom |
| performer / organizer | Person / Organization | 推荐 | 表演者与主办方 |
线下活动 JSON-LD 示例：
{
"@context": "https://schema.org",
"@type": "Event",
"name": "The Adventures of Kira and Morrison",
"description": "An incredible live performance featuring the award-winning duo.",
"image": [
"https://example.com/photos/event-1x1.jpg",
"https://example.com/photos/event-4x3.jpg",
"https://example.com/photos/event-16x9.jpg"
],
"startDate": "2025-07-21T19:00-05:00",
"endDate": "2025-07-21T23:00-05:00",
"eventStatus": "https://schema.org/EventScheduled",
"location": {
"@type": "Place",
"name": "Snickerpark Stadium",
"address": {
"@type": "PostalAddress",
"streetAddress": "100 West Snickerpark Dr",
"addressLocality": "Snickertown",
"addressRegion": "PA",
"postalCode": "19021",
"addressCountry": "US"
}
},
"performer": {
"@type": "PerformingGroup",
"name": "Kira and Morrison"
},
"organizer": {
"@type": "Organization",
"name": "Kira and Morrison Music",
"url": "https://kiraandmorrisonmusic.com"
},
"offers": [
{
"@type": "Offer",
"name": "General Admission",
"price": 48.00,
"priceCurrency": "USD",
"availability": "https://schema.org/InStock",
"url": "https://www.example.com/event/kira-morrison/tickets",
"validFrom": "2025-01-20T16:20-05:00"
},
{
"@type": "Offer",
"name": "VIP",
"price": 120.00,
"priceCurrency": "USD",
"availability": "https://schema.org/LimitedAvailability",
"url": "https://www.example.com/event/kira-morrison/tickets-vip",
"validFrom": "2025-01-20T16:20-05:00"
}
]
}来源
- Event (Event) structured data，https://developers.google.com/search/docs/appearance/structured-data/event（2026-10-05 核对）
