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Google Updates Event Structured Data Requirements

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Google Updates Event Structured Data Requirements

Google updated the Events structured data requirements. The update affects the offers.priceCurrency property. This change affects publishers who charge for events and want to have their events shown on Google. These requirements also affect paid online/home events.

Google Events Structured Data

The Google events structured data allows event organizers to be discovered in Google Search and Google Maps. Initially developed for physical events, the structured data is also appropriate for online events related to home activities.

Home activity events include video live-streams, pre-recorded video and online events. Examples of home activities are fitness workout events.

The use of the Event structured data makes an event eligible to be displayed as a rich result on Google search, as part of what Google calls the “event experience” in Google search.

The use of the Event structured data does not guarantee a rich result display in Google. It only makes the event eligible.

In order to be eligible, all of the required structured data must be presented to Google in the JSON-LD structured data, exactly as required.

Failure to use all of the required structured data can result in no longer being eligible for the event experience in Google search. And that’s why this change is very important.

The offers.priceCurrency property is a required property. This means that if Google finds it missing then then event may become ineligible.

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Google reports in a case study of the Event structured data, that the use of structured data for events helped Eventbrite gain a 100% increase in search traffic.

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The structured data allows Google to display the event in Google search to potential customers.

According to Eventbrite:

“Within two or three weeks we started seeing a visual difference in our event search results on Google,” Jilo says. “The Google Search experience definitely helps drive more eyeballs to event pages. And when those people convert, it translates to incremental ticket sales for our event creators.”

offers.priceCurrency Structured Data

The offers.priceCurrency structured data is a requirement to state the currency of the price of the event by using the 3-letter ISO 4217 currency code. For example, the United States dollar 3-letter ISO 4217 currency code is USD.

Here is an example of what that looks like in structured data:

"offers": { "@type": "Offer", "priceCurrency": "USD"
}

Very likely, publishers who charge for an event already have most of the structured data code already in place. The only additional piece to add is the priceCurrency part.

Citations

Read the Event structured data Google developer page with all requirements.

Read the specific part of Event structured data page that relates to the priceCurrency property requirement

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Google December Product Reviews Update Affects More Than English Language Sites? via @sejournal, @martinibuster

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Google’s Product Reviews update was announced to be rolling out to the English language. No mention was made as to if or when it would roll out to other languages. Mueller answered a question as to whether it is rolling out to other languages.

Google December 2021 Product Reviews Update

On December 1, 2021, Google announced on Twitter that a Product Review update would be rolling out that would focus on English language web pages.

The focus of the update was for improving the quality of reviews shown in Google search, specifically targeting review sites.

A Googler tweeted a description of the kinds of sites that would be targeted for demotion in the search rankings:

“Mainly relevant to sites that post articles reviewing products.

Think of sites like “best TVs under $200″.com.

Goal is to improve the quality and usefulness of reviews we show users.”

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Google also published a blog post with more guidance on the product review update that introduced two new best practices that Google’s algorithm would be looking for.

The first best practice was a requirement of evidence that a product was actually handled and reviewed.

The second best practice was to provide links to more than one place that a user could purchase the product.

The Twitter announcement stated that it was rolling out to English language websites. The blog post did not mention what languages it was rolling out to nor did the blog post specify that the product review update was limited to the English language.

Google’s Mueller Thinking About Product Reviews Update

Screenshot of Google's John Mueller trying to recall if December Product Review Update affects more than the English language

Screenshot of Google's John Mueller trying to recall if December Product Review Update affects more than the English language

Product Review Update Targets More Languages?

The person asking the question was rightly under the impression that the product review update only affected English language search results.

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But he asserted that he was seeing search volatility in the German language that appears to be related to Google’s December 2021 Product Review Update.

This is his question:

“I was seeing some movements in German search as well.

So I was wondering if there could also be an effect on websites in other languages by this product reviews update… because we had lots of movement and volatility in the last weeks.

…My question is, is it possible that the product reviews update affects other sites as well?”

John Mueller answered:

“I don’t know… like other languages?

My assumption was this was global and and across all languages.

But I don’t know what we announced in the blog post specifically.

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But usually we try to push the engineering team to make a decision on that so that we can document it properly in the blog post.

I don’t know if that happened with the product reviews update. I don’t recall the complete blog post.

But it’s… from my point of view it seems like something that we could be doing in multiple languages and wouldn’t be tied to English.

And even if it were English initially, it feels like something that is relevant across the board, and we should try to find ways to roll that out to other languages over time as well.

So I’m not particularly surprised that you see changes in Germany.

But I also don’t know what we actually announced with regards to the locations and languages that are involved.”

Does Product Reviews Update Affect More Languages?

While the tweeted announcement specified that the product reviews update was limited to the English language the official blog post did not mention any such limitations.

Google’s John Mueller offered his opinion that the product reviews update is something that Google could do in multiple languages.

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One must wonder if the tweet was meant to communicate that the update was rolling out first in English and subsequently to other languages.

It’s unclear if the product reviews update was rolled out globally to more languages. Hopefully Google will clarify this soon.

Citations

Google Blog Post About Product Reviews Update

Product reviews update and your site

Google’s New Product Reviews Guidelines

Write high quality product reviews

John Mueller Discusses If Product Reviews Update Is Global

Watch Mueller answer the question at the 14:00 Minute Mark

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