Event Schema for Conferences and Webinars: Making Sure AI Knows Your Event Exists

AI Is Increasingly Asked About Industry Events

"Are there any SEO webinars this month?" or "What digital marketing conferences are happening in Ho Chi Minh City at the end of the year?" — questions like these are asked thousands of times a day across AI assistants. And AI answers them based on the structured data it can read from the web.

If your conference or webinar only exists on a Facebook event page or Eventbrite, AI may know about it — but not reliably, and usually not with enough detail to confidently recommend it to users. In contrast, when you properly declare Event schema on your own website, AI has everything it needs: event name, date and time, attendance format, registration link, speakers, and ticket prices.

For organizations that host regular events, Event schema does even more: each correctly declared event accumulates additional authority for your organization as a credible voice in the industry.

Comparison of Event Schema Types

Note: VirtualEvent is a subtype of Event — when using VirtualEvent, you still have all the fields of Event, and simply add eventAttendanceMode: OnlineEventAttendanceMode. For hybrid events (both online and offline), use MixedEventAttendanceMode and declare both a Place and a VirtualLocation in location.

All Event Schema Fields by Priority

Sample JSON-LD: Online Webinar

{
  "@context": "https://schema.org",
  "@type": "Event",
  "@id": "https://aeosaigon.com/su-kien/webinar-aeo-can-ban-2026",
  "name": "Webinar: AEO Căn Bản — Tối ưu để AI trích dẫn website của bạn",
  "description": "Workshop online 3 tiếng dành cho marketer và chủ doanh nghiệp muốn xuất hiện trong câu trả lời của AI. Bao gồm: cách hoạt động của AI search, schema markup thực hành, và case study thực tế từ doanh nghiệp Việt Nam.",
  "startDate": "2026-09-20T09:00:00+07:00",
  "endDate": "2026-09-20T12:00:00+07:00",
  "eventStatus": "https://schema.org/EventScheduled",
  "eventAttendanceMode": "https://schema.org/OnlineEventAttendanceMode",
  "location": {
    "@type": "VirtualLocation",
    "url": "https://zoom.us/j/XXXXXXXXX"
  },
  "organizer": {
    "@type": "Organization",
    "@id": "https://aeosaigon.com/#organization",
    "name": "AEO Saigon",
    "url": "https://aeosaigon.com"
  },
  "performer": {
    "@type": "Person",
    "name": "Nguyễn Minh Tuấn",
    "jobTitle": "AEO Consultant",
    "sameAs": "https://www.linkedin.com/in/nguyen-minh-tuan"
  },
  "offers": {
    "@type": "Offer",
    "price": "499000",
    "priceCurrency": "VND",
    "availability": "https://schema.org/InStock",
    "validFrom": "2026-08-10T00:00:00+07:00",
    "url": "https://aeosaigon.com/su-kien/webinar-aeo-can-ban-2026#dang-ky"
  },
  "image": "https://aeosaigon.com/images/webinar-aeo-can-ban-2026.jpg",
  "url": "https://aeosaigon.com/su-kien/webinar-aeo-can-ban-2026",
  "inLanguage": "vi"
}

Sample JSON-LD: Offline Conference with Multiple Ticket Tiers

{
  "@context": "https://schema.org",
  "@type": "BusinessEvent",
  "@id": "https://aeosaigon.com/su-kien/hoi-thao-seo-aeo-tphcm-2026",
  "name": "Hội Thảo SEO & AEO 2026: Chiến lược tìm kiếm thời AI",
  "description": "Hội thảo nửa ngày dành cho SEO Manager, Content Lead và Digital Marketing Director tại TP.HCM. 4 diễn giả thực chiến, 3 case study doanh nghiệp Việt, phiên hỏi đáp và networking sau sự kiện.",
  "startDate": "2026-10-15T08:30:00+07:00",
  "endDate": "2026-10-15T12:30:00+07:00",
  "eventStatus": "https://schema.org/EventScheduled",
  "eventAttendanceMode": "https://schema.org/OfflineEventAttendanceMode",
  "location": {
    "@type": "Place",
    "name": "Saigon Pearl Convention Center",
    "address": {
      "@type": "PostalAddress",
      "streetAddress": "92 Nguyễn Hữu Cảnh",
      "addressLocality": "Quận Bình Thạnh",
      "addressRegion": "Thành phố Hồ Chí Minh",
      "postalCode": "700000",
      "addressCountry": "VN"
    }
  },
  "organizer": {
    "@type": "Organization",
    "@id": "https://aeosaigon.com/#organization",
    "name": "AEO Saigon"
  },
  "offers": [
    {
      "@type": "Offer",
      "name": "Vé Tiêu Chuẩn",
      "price": "299000",
      "priceCurrency": "VND",
      "availability": "https://schema.org/InStock",
      "url": "https://aeosaigon.com/su-kien/hoi-thao-seo-aeo-tphcm-2026#dang-ky"
    },
    {
      "@type": "Offer",
      "name": "Vé VIP (kèm tài liệu và networking dinner)",
      "price": "799000",
      "priceCurrency": "VND",
      "availability": "https://schema.org/LimitedAvailability",
      "url": "https://aeosaigon.com/su-kien/hoi-thao-seo-aeo-tphcm-2026#ve-vip"
    }
  ],
  "image": "https://aeosaigon.com/images/hoi-thao-seo-aeo-2026.jpg",
  "url": "https://aeosaigon.com/su-kien/hoi-thao-seo-aeo-tphcm-2026",
  "audience": {
    "@type": "Audience",
    "audienceType": "Digital Marketing Professionals, SEO Manager, Business Owner"
  }
}

Use Cases by Organization Type

Post-Event Content Strategy: Don't Delete the Page When the Event Ends

Many organizations delete or neglect event pages after the event ends — this is a significant waste of both SEO and AEO value. A properly updated event page can continue delivering value for months:

Immediately after the event (within 48 hours):

• Add a VideoObject with the recording link (if available), along with duration and uploadDate
• Write a 300–500-word summary: main content covered, key takeaways, attendance numbers
• Upload slides or materials shared during the event

Within one week:

• Add AggregateRating from attendee feedback
• Publish a recap blog post with actual photos from the event
• Create short-form content (LinkedIn post, Instagram reel) linking back to the event page

Long-term value: When AI is asked "What conferences has AEO Saigon organized?" or "Are there any AEO materials from Vietnamese workshops?", a fully updated event page is exactly the source AI will cite. A video recording and content summary are the longest-lived content formats in the events industry.

Pre-Publish Checklist for Event Pages

1. name is complete, not abbreviated or truncated
2. startDate and endDate follow ISO 8601 format with +07:00 timezone
3. eventAttendanceMode correctly declared (Online, Offline, or Mixed)
4. location is a Place with full address or a VirtualLocation with the meeting room URL
5. organizer points to an Organization entity with @id on the website
6. offers includes price, priceCurrency: VND, and a url for direct registration
7. image event banner at 16:9 ratio, at least 1200px wide
8. Validate with Rich Results Test before publishing
9. Submit URL in Google Search Console after publishing
10. Plan for post-event updates at the time the page is created — don't let it slip

Frequently asked questions