Adding Event Schema in ShowOff For Multiple Events

Event schema is a small piece of structured information (structured data) that helps search engines understand an event page. It can include details like event dates, venue, location, organiser, and ticket/registration links.

In ShowOff, you can add event schema in two different ways, depending on how your website is set up.

When to use each method

Option 1: One standard event on your site

Use this option if your website represents a single event (or your homepage is the event page).

✅ Best for: one event, one primary event page
✅ Setup method: built-in fields in the CMS

Option 2: Multiple events or brands within one website

Use this option if your website has multiple event pages, each with its own event identity, for example:

https://www.example.com/london
https://www.example.com/birmingham
https://www.example.com/manchester

• Your root homepage (e.g. https://www.example.com/) is a general website homepage

• Each city/location page is the event page

• The root homepage is not an event page

✅ Best for: multi-event or multi-brand sites
✅ Setup method: generate unique event schema per event page and add as third-party code

Option 1: Add event schema using SEO Settings (single event setup)

If you have a standard, singular event, you can update event schema directly in ShowOff:

1. Go to Settings > SEO Settings

2. Locate the pre-defined event schema fields

3. Complete the fields (these populate your schema automatically)

4. Save/publish your changes

That’s it—ShowOff will output the event schema based on what you enter.

Option 2: Add event schema per event page (multi-event setup)

If you have multiple event pages (e.g. /london, /birmingham, /manchester), you’ll want different event schema on each one.

Step 1: Turn OFF event schema in SEO Settings

This is important because the homepage is not an event page in this setup.

1. Go to Settings > SEO Settings

2. Turn OFF event schema

3. Save your changes

This prevents incorrect event schema being applied to your non-event homepage.

Step 2: Generate event-specific schema using our Event Schema GPT

Open our Event Schema Builder GPT here - https://chatgpt.com/g/g-698a0e559e9c81919ec39656c49d8b6c-main-event-schema-builder

Follow the steps inside the GPT to generate an event-specific schema script (typically a JSON-LD snippet) for each event page.

Step 3: Add the generated schema into ShowOff (Third-party Code)

Once the GPT provides your schema script, add it to the CMS:

1. Go to Settings > Site Settings > Third-party Code

2. Select Add Third Party Code

3. Complete the fields:

   • Title: Give it a relevant title (e.g. “London Event Schema”)

   • Third-party Code: Paste the generated schema script

   • Code description: Add a short description of what it does (e.g. “Event schema for London event page”)

   • Category: Set to Marketing

   • Code location: Set to before-head-end

4. Restrictions (very important):

   • Restrict the code so it appears ONLY on the relevant event page

   • Do not apply site-wide

Example:

• If this schema is for https://www.example.com/london, restrict it to only that page.

Step 4: Repeat for each event page

Repeat the same process for every event-specific homepage on your site.

How many times do I run the GPT?

Run it once per event page.

Examples:

• If you have 4 event pages, you run the GPT 4 times

• You will end up with 4 separate snippets of code

• Each snippet is added separately and restricted to its corresponding event page

What you get from the GPT

A ready-to-use event schema snippet that typically includes:

• Page URL

• Event name

• Description

• Start date and end date

• Venue and location

• Ticket or registration link (if applicable)

Quick checks after publishing

After adding schema, it’s good to verify it’s present and restricted correctly:

• Confirm the schema appears on the correct event page(s)

• Confirm it does not appear site-wide (especially not on the root homepage)

• Optional: use Google’s structured data testing tools (e.g., Rich Results Test or Schema Markup Validator) to confirm the schema is valid and readable

Common mistakes to avoid

• Leaving event schema ON in SEO Settings for multi-event setups (can incorrectly apply schema to non-event homepage)

• Setting the restriction to site-wide instead of the specific event page

• Using the wrong Code location (it should be before-head-end)

• Copying the right schema, but pasting it into the wrong event page’s configuration