Google today released an update to its Knowledge Graph panel that appears next to the search results when you’re looking for content related to artists and their events. Official ticket links and delegated event links can now be added, as can events specific to comedians and venues.
The Knowledge Graph is the Google’s project for mapping out the real world, be it physical objects, important landmarks, or famous people. It doesn’t just power Web searches; mobile and voice searches tap into it, too.
In March 2014, Google started to let musical artists list their upcoming events on Google via schema.org markup on their official websites. Now artists can add markup for ticketing links along with the events on their official site.
This will result in an expanded answer card for the event in Google search, including the on-sale date, availability, and a direct link to the artist’s preferred ticketing site:
The addition of delegated event links meanwhile means you can add events to the Knowledge Graph from a page that isn’t your official website. This can be useful if you can’t add markup or an event widget to your official website, for whatever reason. More details are on the Event Markup: Official Performer Sites support page.
In addition to musical artists, this feature now supports comedian events. You can add ComedyEvent markup to your official website or use a comedy event listing site in conjunction with delegation markup.
The same applies to venue event listings (concerts, theaters, libraries, and so on) — add the markup and they will show up in Google Search as well:
If your events are ticketed by a primary ticketer whose website provides markup, you don’t have to do anything more. Google says it will use the ticketer’s markup and apply it toward your venue’s event listings so they show up in the Knowledge Graph panel.
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