recently google introduced local events on google search result, currently it’s only available in google application and mobile search, shows up special event box
menu categorized with today,tomorrow, this weekend and next week etc, user can find details very simply from this options, also events list event date time,place image etc.
google added user search option in event section, events will be pulled from sites like Eventbrite and Meetup. google allow to integrate their own events from websites
You can add all types of events through markup — from performances by famous artists, to a neighborhood salsa class. Adding markup to your events makes it easier for users to discover and attend your event
here is the example of event structural data
you can test your structural data here : https://search.google.com/structured-data/testing-tool
also you can find more examples here : http://schema.org/Event
also check out the Structured Data on Dashboard which you can find at Search Appearance -> Structured Data in your Google Webmaster tools. There you’ll see a list of the structured data types found on your site and any no errors and technical issues related to them.
Avoid the Manual Penalty
please ensure meets Google’s guidelines, google hates
- Hidden Content
- Data not matching your pages content
- Different markup formats within one page
- Incorrect Nesting