Google Search Console To Show Eventful Results Errors For Missing Locations

The Google Search Console rich results report can now show you more warnings for event structured data markup if the event is missing a slot. The research firm posted this update here, stating “Google will begin enforcing location requirements for events.”

The opinion. Here is what Google published:

Google will start enforcing location requirements for events. For events marked as virtual only (eventAttendanceMode = OnlineEventAttendanceMode), provided that any physical location triggers a Warning. For any event with a physical address, the address must be of type Location, not PostalAddress, or it will be a error. As a result, you may see an increase in errors and warnings in event items on your site.

Location is important. Google makes it clear that it wants you to fill in the event location so that it can display these events correctly in search results. If the event is virtual, you can set the location of the event to be online with the reference “eventAttendanceMode = OnlineEventAttendanceMode”. If this is an in-person event, you must add the physical address.

What is eventful results. Event-rich results occur when Google Search uses your structured data on your event pages and displays richer search result snippets in its search results. Google said this can provide a more interactive result by displaying your logo, event description, as well as increased chances of discovery and conversion by improving click-through rates.

Here’s what those results might look like:

Why we care. If you use an event schema on your pages, you may soon notice a spike in the warnings displayed in the Rich Results report in Google Search Console. All you need to do is add the location data to your schema and validate the error in Search Console.

You can learn more about fixing these errors in Search Console or here.

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About the Author

Barry Schwartz is editor of Search Engine Land and a member of the SMX events programming team. He owns RustyBrick, a New York-based web consulting company. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry’s personal blog is called Cartoon Barry and he can be followed on Twitter here.

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