Get more exposure for your Gigs on Google

Get more exposure for your Gigs on Google

When was the last time you used Google to search for tickets to see your favourite DJ or artist? Just now, 5 minutes ago? Yesterday? Chances are, when you search for your favourite DJ on Google, you see something a little bit like this:

All the information contained in this ‘Knowledge Graph’ comes from the information available across the internet about that artist – whether that be their Google+ page, their website, the third party ticket seller. Featuring on Wikipedia and MusicBrainz is a key factor in this.

This Knowledge Graph can also contain upcoming gigs and concert schedules. It’s as important to your fans as it is to you that this be kept up to date. Recently Google have recognised that the most official and up to date version of this should be coming from your official website – and that being the case, the Knowledge Graph will now display all information directly from an artist’s official website when they add structured data markup, or schema, to their events.

There are a number of ways in which you can implement these changes and get your events displayed when people search for you:

1. Add HMTL Markup directly to your listings

Implement markup on your site – then manually enter the schema into your HTML. This is the best option for those with custom websites that want full control over their code. You must remember to test your markup afterwards using Google’s Events Markup Tester Tool 

2. Install a third party events widget

These have structured data markup built in, such as Bandsintown, BandPage, ReverbNation, Songkick, or GigPress. They're suitable for use in off the shelf websites, but they lack the customisation capabilities of some options. Google is able to read events from these widgets.

3. Use Data Highlighter

You can label your site’sevents with your mouse using Google’s Data Highlighter. This is a point and click tool that teaches Google to understand your event listings, so it’s important that they’re formatted in a regular way on your website i.e. in a table, so that Google can read the fields easily. Idenitfy the page on which your listing appears, then select the data for Google to extract. You can then ‘highlight’ text and tag it with the type of data you’ve selected, for example Date. Full instructions can be found here 

Note: To use Google Webmaster Tools and the Data Highlighter tool you site must be verified - this involves adding a file to your website that Google can read. Find out more at

Options 1 and 2 also make your structured data available to other search engines such as Bing and Yahoo (option 3 does not). Once you’re set up, you can monitor your structured data in the Structured Data Dashboard in Webmaster Tools for errors or issues.

If you want more exposure for your gigs and tour dates, and want to improve your search visibility then adding structured data is quick and simple. Remember to test your markup using Google’s tools – it’s easy to make a small mistake. If you’re not confident with adding code yourself then your webmaster will be able to help with any of these options – and if you don’t have one of those, then you can always drop us an email!

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