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An SEO’s guide to event schema markup

August 15, 2020 No Comments

. Tha30-second summary:

  • From Google’s Cloud Next conference to Starbucks’ shareholder’s meetings, the live event industry has undergone a dramatic transformation in light of the global COVID-19 outbreak.  
  • As online services become more integrated into people’s lives, audiences expect more information that’s up-to-date and delivered quickly, including the events they plan on attending.
  • This is where event schema markup can really help optimize event web pages so they show up on search results pages. 
  • Superb Digital’s Managing Director, Paul Morris shares a comprehensive guide on how to implement event schema markups that can win SERP rich results.

The live event industry has undergone a dramatic transformation in light of the global COVID-19 outbreak 

From Google’s Cloud Next conference to Starbucks’ shareholder’s meetings to live music performances, organizations and performers have had to move their in-person events online to curb the spread of the novel coronavirus while still addressing their audiences’ needs. 

As online services become more integrated into people’s lives, audiences expect more information that’s up-to-date and delivered quickly, including the events they plan on attending. This is where event schema markup can really help.

What is an event schema markup?

Schema markup is code that helps search engines better understand what a web page is about in order to present more informative search results for users. 

Instead of just basic HTML that points out what is the text or an image on a web page, schema markup provides context to information so that search engines know what content on a web page means.

Event schema markup is code that specifically points out to search engine facts relating to events, such as the location, schedule, organizer, and performers. 

Schema markup is actually one of the multiple vocabularies that define terms and values in order to implement structured data (it just happens to be the most popular). In fact, Google, Yahoo, Bing, and Yandex have all collaborated to come up with Schema.org—an open community resource that provides schemas for their respective search engines to recognize. 

What are the SEO benefits of using event schema markup?

Event schema markup can help your website’s search results ranking in a number of ways: 

1. Rich results 

Event schema markup provides specific facts that are immediately apparent on SERPs as rich results. Rich results are the details that appear in addition to the default blue links and text descriptions. They show important facts to users about a particular webpage and can include a multitude of things from reviews to recipes. 

rich results example

 This has a two-pronged benefit. Rich results make for a better search experience for the users, first and foremost. Organizations, meanwhile, will stand out more in SERPs thanks to the eye-catching facts and visuals. On top of this, rich results also mean your webpage is occupying more screen real estate in the SERPs, pushing competitors further down the page. 

2. Click-through rate (CTR) increase 

One major effect of having rich results displayed for your webpages is that users are more likely to check out your site, instead of other sites that don’t show as much info. Your link will grab more attention.  

Even if there will be users who are satisfied with just getting the bare minimum from the rich results, there is still a percentage that will click on your link to get more in-depth info or sign up as an attendee and book a spot. 

3. Traffic boost

In line with getting higher CTR, your webpages that have event schema markup implemented can also enjoy higher traffic. Events platform Eventbrite is one of the strongest cases for event schema markup boosting traffic. They saw a 100% increase in the year-over-year growth of traffic from Google to their event listing pages. 

Allen Jilo, an Eventbrite product manager, said that they saw a “visual difference in event search results on Google” within two to three weeks of event schema markup implementation. 

4. Voice search optimization

Google Product Manager Aylin Altiok and Senior Engineering Manager for Google Search Will Lescszuk delivered a talk in Google I/0 2019 about the importance of structured data in improving the user search experience. In that talk, they mentioned that their motivation for schema markup was to be able to optimize content for both voice and search. 

When you use event schema markup, you do not have to create two separate experiences to optimize for text and voice search. Apply it once and you can reach a bigger audience.  

Google reported that voice made up 20% of searches in their app, and that was back in 2016. With digital voice assistants in use expected to reach eight billion by 2023, now is as good a time as any to start optimizing your event pages with schema markup. 

What types of events can you markup?

Event schema markup can be used for a wide range of events, but there are still limitations that you need to respect if you don’t want to be penalized. 

The event types that you can markup include: 

  • Business events 
  • Children events 
  • Comedy events 
  • Courses 
  • Dance events 
  • Deliveries 
  • Education events 
  • Exhibitions 
  • Festivals 
  • Food events 
  • Hackathons 
  • Literary events 
  • Music events 
  • Publication events 
  • Sale events 
  • Screenings 
  • Social events 
  • Sports events 
  • Theater events 
  • Visual arts events 

You can also mark up a series of multiple events that have a connecting theme. 

Do not markup business hours and promotions such as vacation packages, limited-time discounts, and coupons as events. Doing so runs the risk of your entire website being disqualified from showing rich results for any of your content. 

How do I get my events to show up on Google?

First of all, you need to make sure your event pages can be crawled by Googlebot. If you use robots.txt or robots meta tags, they should allow Googlebot to index your event pages. 

You should then implement schema markup in your event pages. Google only supports rich results for pages that feature a single event, so you should have individual pages for each of your events.  

Required schema markup properties

There are three properties that an event page’s code needs for the page to show rich results on Google.  

  • location 
  • Name – Name of the venue 
  • Address – Detailed address 
  • name — Use the full title. Don’t include prices or promotions. 
  • startDate — The start date and time (if available) in the local timezone. If you don’t have an exact time, don’t specify it. 

The following properties are not required, but they allow for more customization of rich results and a better overall user experience: 

  • description 
  • endDate 
  • eventAttendanceMode (critical for online-only events)  
  • image 
  • offers.availability 
  • offers.price 
  • organizer 
  • performer 

Adding event schema markup

There are generally three ways to add event schema markup: 

  1. Posting on third-party sites — The easiest way is to just post your events on big third-party events or ticketing sites like Eventbrite or Ticketmaster. These platforms are already integrated with Google, so they always show rich results for events related to particular search terms. Of course, these sites won’t be sending traffic to your website. 
  2. Use platforms with built-in tools for schema markups — Ecommerce platforms like Magento and OpenCart already have structured data integrated. If you’re using a CMS such as WordPress, there are plenty of free plug-ins you can choose from to implement event schema markup easily. 
  3. Coding — The third and hardest way is when you have a custom website that you can’t just use a plug-in with. This requires some coding but thankfully, you don’t have to be an expert web developer if you want to do it yourself.  

How to add event schema markup yourself

The simplest method to add this code to your site is to use Google’s Structured Data Markup Helper. 

How to add event schema markup

In the Enter Page section, select “Events” and type or paste the URL of the events page you want to markup on the bottom bar and click on Start Tagging. 

In the Tag Data section, highlight the information you want tagged and choose the appropriate tag from the dropdown menu.  

Example tagging data to highlight event schema markup

If there is info that isn’t present in the page that you believe should be tagged, click on the “Add missing tags” button on the bottom right. Supply the missing information in the following window. 

Supply the missing information in the following window

Adding missing tags events schema tag

When you’re done adding all the important tags, click on the red “Create HTML” button on the top right. You should be taken to the View HTML section where you’ll see generated HTML code that has all the info you tagged.  

Structured data code snippet

Click Download to download the HTML code, which you can then copy and paste below the <head> section of your event page’s HTML. 

If you are hosting an online-only event, you will have to manually add a couple of lines of code since the Structured Data Markup Helper doesn’t have the option to indicate if the event is strictly virtual.  

The code is as follows, with the sample URL in “url” replaced with the actual URL you’ll be using for your online event. 

“eventAttendanceMode”: “https://schema.org/OnlineEventAttendanceMode”, 

      “location”: { 

        “@type”: “VirtualLocation”, 

        “url”: “https://sample.streamurl.com/” 

        }, 

How to test your event schema markup

Before you make wholesale changes to your site’s source code, you want to test the generated HTML to see if Google finds the corresponding page eligible for rich results. Fortunately, Google has just the tool for that—the aptly named Rich Results Test.

Click on the CODE tab, paste the HTML code generated by Structured Data Markup Helper onto the box, and click on the “Test Code” button. 

Testing events schema markup

If there are no errors in the code, the test results should show that the page is eligible for rich results.  

Rich results approval

Note that the tool will show warnings despite its eligibility, if you don’t include all of the recommended tags for events, such as the name of the performer, the end date, and offers. If you have that information available, it’s highly recommended that you tag them in Structured Data Markup Helper. 

Employ event schema markup for easy SEO wins

We may now be in a world where in-person events are a rarity, but that hasn’t curbed our desire for gatherings as we’re naturally social creatures. People will continue to want to take part in mass activities, whether that’s offline or online. Utilising event schema markup, your business can make the pivot towards more online events, whilst standing above the competition in the SERPs through rich results.  

After reading this guide, you should find that it’s not actually too hard to make a start. “Start” is the keyword here, however, as more familiarity with coding can lead you to even deeper customization of your event pages’ HTML for better event search optimization. Schema.org has a whole page dedicated to all the properties you can use for events with examples in different formats that, with some studying, can take up plenty of valuable space on Google’s SERPs with the most detailed rich results.

Paul Morris is Managing Director of UK based SEO agency, Superb Digital.

The post An SEO’s guide to event schema markup appeared first on Search Engine Watch.

Search Engine Watch


ZmURL customizes Zoom link previews with images & event sites

April 5, 2020 No Comments

Sick of sharing those generic Zoom video call invites that all look the same? Wish your Zoom link preview’s headline and image actually described your meeting? Want to protect your Zoom calls from trolls by making attendees RSVP to get your link? ZmURL.com has you covered.

Launching today, ZmURL is a free tool that lets you customize your Zoom video call invite URL with a title, explanation and image that will show up when you share the link on Twitter, Facebook or elsewhere. ZmURL also lets you require that attendees RSVP by entering their email address so you can decide who to approve and provide with the actual entry link. That could stop Zoombombers from harassing your call with offensive screenshared imagery, profanity or worse.

“We built zmurl.com to make it easier for people to stay physically distant but socially close,” co-founder Victor Pontis tells me. “We’re hoping to give event organizers the tools to preserve in-person communities while we are all under quarantine.”

Zoom wasn’t built for open public discussions. But with people trapped inside by coronavirus, its daily user count has spiked from 10 million to 200 million. That’s led to new use cases, from cocktail parties to roundtable discussions to AA meetings to school classes.

That’s unfortunately spawned new problems, like “Zoombombing,” a term I coined two weeks ago to describe malicious actors tracking down public Zoom calls and bombarding them with abuse. Since then, the FBI has issued a warning about Zoombombing, The New York Times has written multiple articles about the issue and Zoom’s CEO Eric Yuan has apologized.

Yet Zoom has been slow to adapt it features as it struggles not to buckle under its sudden scale. While it has turned on waiting rooms and host-only screensharing by default for usage in schools, most people are still vulnerable due to Zoom’s permissive settings and reused URLs that were designed for only trusted enterprise meetings. Only today did Zoom concede to shifting the balance further from convenience to safety, turning on waiting rooms by default and requiring passwords for entry by Meeting ID.

Meanwhile, social networks have become a sea of indistinguishable Zoom links that all show the same blue and white logo in the preview, with no information on what the call is about. That makes it a lot tougher to promote calls, which many musicians, fitness instructors and event producers are relying on to drive donations or payments while their work is disrupted by quarantines.

ZmURL’s founders during their only in-person meeting ever

Luckily, Pontis and his co-founder Danqing Liu are here to help with ZmURL. The two software engineers fittingly met over Zoom a year ago and have only met once in person. Pontis, now in San Francisco, had started bike and scooter rental software companies Spring and Scooter Map. Liu, from Beijing but now holed up in New York, had spent five years at Google, Uber and PlanGrid before selling his machine learning tool TinyMind.

The idea for ZmURL stemmed from Liu missing multiple Zoom events he’d wanted to attend. Then a friend of Pontis’ was laid off from their yoga instructor job, and they and their colleagues were scrambling to market and earn money from hosting their own classes over Zoom. The duo quickly built a beta, with zero money raised, and tested it with some yoga gurus who found it simplified promoting events and gathering RSVPs. “We’re all going through a tough time right now. We see ZmURL as our opportunity to help,” Pontis tells me.

To use the tool, you generate a generic meeting link from Zoom like zoom.us/ji/1231231232 and then punch it into ZmURL. You can upload an image or choose from stock photos and color gradients. Then you name your event, give it a description and set the time and date. You’ll get a shorter URL like https://zmurl.com/smy5m or you can give it a custom one like zmurl.com/quidditch.

When you share that URL, it’ll show your image, headline and description in the link preview on chat apps, social networks and more. Attendees who click will be shown a nicely rendered event page with the link to enter the Zoom call and the option to add it to their calendar. You can try it out here, zmurl.com/aloha, as the startup is hosting a happy hour today at 6pm Pacific.

Optionally, you can set your ZmURL calls to require an RSVP. In that case, people who click your link have to submit their email address. The host can then sift through the RSVPs and choose who to email back the link to join the call. If you see an RSVP from someone you don’t recognize, just ignore it to keep Zoombombers from slipping inside.

Surprisingly, there doesn’t seem to be any other tools for customizing Zoom call links. Zoom paid enterprise customers can only set up a image and logo-equipped landing page for their whole company’s Zoom account, not for specific calls. For now, ZmURL is completely free. But the co-founders are building out an option for hosting paid events that collect entry fees on the RSVP site while ZmURL takes a 5% cut.

Next, ZmURL wants to add the ability to link your Zoom account to its site so you can spawn call links without leaving. It’s also building out always-on call rooms, recurring events, organizer home pages for promoting all their calls, an option to add events to a public directory, email marketing tools and integrations with other video call platforms like Hangouts, Skype and FaceTime.

Pontis says the biggest challenge will be learning to translate more of the magic and business potential off offline events into the world of video calling. There’s also the risk that Zoom will try to intercede and force ZmURL to desist. But it shouldn’t, at least until Zoom builds all these features itself. Or it should just acquire ZmURL.

We’re dealing with an unprecedented behavior shift due to shelter-in-place orders that threaten to cripple the world economy and drive many of us crazy. Whether for fostering human connection or keeping event businesses afloat, Zoom has become a critical utility. It should accept all the help it can get.

Mobile – TechCrunch


Samsung confirms February 11 event for its next flagship launch

January 6, 2020 No Comments

The Saturday night before CES seems like a less than ideal time to drop some big smartphone news — but it appears Samsung’s hand was forced on this one. Granted, the smartphone giant has never been great about keeping big news under wraps, but this morning’s early release of a promo video through its official Vimeo channel was no doubt all the motivation it needed.

The company has just made the February 11 date officially official for the launch of its upcoming flagship. As for what the flagship will be called, well, that (among other things) leaves some room for speculation. Rumors have pointed to both the more traditional S11, along with the more fascinating jump to the S20.

I’ve collated a bunch of the rumors into an earlier post. The TLDR is even larger screens across the board, coupled with a bunch of camera upgrades and a healthy battery increase. The invite art, which matches the earlier the video, appears to confirm the existence of two separate devices, with different dimensions. That could well point to the reported followup to the Galaxy Fold. In additional to better reinforced folding (a follow up to last year’s issues), the device reportedly adopts a clamshell form factor, more akin to the newly announced Motorola Razr.

More info (and rumors) to come. As ever, we’ll be there (San Francisco) as the news breaks.

Mobile – TechCrunch


Facebook Ads Event Tracking Tool

October 7, 2019 No Comments

This blog post reviews what the Facebook event tracking tool is, why you should use it, and a step by step process for how to track events with it.

Read more at PPCHero.com
PPC Hero


Launching Facebook Event Ad Campaigns

January 18, 2018 No Comments

Have you ever had to create a PPC campaign to hype an event?  Facebook event campaigns allow you to drive event attendees by leveraging the social nature of the platform.  The highly focused audience targeting means that Facebook can be highly effective during the short life of an event campaign. The goal of this blog […]

Read more at PPCHero.com
PPC Hero


Lea’s live event assistant for Messenger makes buying tickets easier

January 4, 2018 No Comments

 Buying event tickets online isn’t a great experience. Sites like Ticketmaster are the default, but are difficult to use and expensive. A startup called Lea wants to offer a more modern experience by combining event search, discovery, seat selection and payment all in a single application that works right in Facebook Messenger. Yes, that’s right – Lea is a chatbot. And while… Read More
Social – TechCrunch


Tesla’s Model 3 Is Here: How to Watch the Big Event

July 28, 2017 No Comments

The long-awaited affordable electric car is finally here, for a lucky few.
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DJ Services

DJ Services & Entertainment – Sudbury, ON

May 24, 2013 No Comments

DJ Service

 

Professional DJ Services & Entertainment

Ever wished you could let loose and dance like no one is watching?

Wish no more! Owner/Operator Ritchie Mayotte and Big & Rich DJ Services are here to provide you with the creativity, electricity, rhythm, and worry free entertainment solutions for your next big event. With over five years of experience, Big & Rich has been providing those in Sudbury and surrounding areas with professional and personalized services that create lasting memories and leave the dance floor rattled and shaken. What makes Big & Rich DJ Services so unique is the quality of service they provide. By offering each client personalized services in sound, lighting and entertainment, Big & Rich is able to meet and exceed individual expectations. Some of the benefits of Big & Rich DJ Services are; mix tapes and pre-recorded music, expert knowledge of music genres, up-tempo entertainment solutions, lighting and effects customization, and professional certification and accreditation. As your music provider, Big & Rich DJ Service will assist in planning the most creative and entertaining event you could possibly ask for because you will “let loose and dance like no one is watching!” Big & Rich DJ Service takes care of all your music needs, including a free consultation, a written agreement and dedicated services to make your party stand out. With Big & Rich DJ Services, you’re the boss and we cater to your liking. You can count on a professional, courteous and committed service.

About Us

We offer a service that is based on what you want.  “Ask for it and I’ll make it happen.”  Owner and operator Ritchie Mayotte has been providing Dj services in the Sudbury area for over 5 years.  With Big & Rich DJ Service you get an experienced DJ that knows music and delivers quality sound that will get your guests dancing.

DJ Services
Fully licensed and insured.
Big & Rich DJ Service is a proud member of the Canadian Professional DJ Association.
Wedding Packages available including a FREE quote and consultation.
DJ Services
We will customize your entrance and dance music.
There are no limits.
We offer MC service with a detailed description of the evenings agenda and a planned reception that will go unhitched.
Lighting packages including decor up lighting.
Serving Sudbury, Valley East, Garson, Lively, Chelmsford, Azilda, Capreol, Levack, Manitoulin, Espanola

Testimonials

” Big and Rich Dj provided an outstanding service at both our Stag and Doe and Wedding reception. Never saw the dance floor empty, he kept us all up and on our feet while providing appropriate music for all age groups to enjoy. Great to work with and very quick to respond to any concerns or questions. He was very helpful and made our wedding night very stress free. Would recommend him to anyone and I would definitely use his DJ service again!! Thanks again!!”
Lyndsey Lapointe-Castonguay

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