Search engines are constantly looking for relevant, up-to-date information to show to searchers, and for digital marketers, it has long been important to help search engines surface the right content from websites. The Knowledge Graph is Google’s system for organising information about well-known people, places and things in the real world. The information in the Knowledge Graph comes from a variety of sources – Wikipedia; the FDA for drug data; Music Brains for album data; official websites, and so on.
Google currently displays data in the Knowledge Graph for well-known products; organisations, events, movie reviews, and music/video play actions. It finds the information on official websites by looking for data which has been structured in a particular way. Hence if you do a search for your favourite attraction, you will often see a panel of information on the right hand side of your screen, showing you snippets of information about the attraction including images, opening hours and other relevant facts. Most of this information will have been drawn from the official website.
In 2014, Google launched a new way for musical artists to list their upcoming events on Google, by using ‘schema.org markup’ on their official websites. In January 2015, Google expanded this feature to include venue event listings, and now shows venues’ event schedules to millions of users each day in Google Search, Google Maps, and other products.
So, if yours is the official website for a particular event, then marking up the relevant data on your website will allow Google to find it, add it to the Knowledge Graph and display it prominently to users in search.
Talk to your webmaster about the best way to implement scheme.org markup on your website so that people can easily see event details and find where to buy tickets when using Google Search.