More and more entities like videos, travel reservations, events, concerts, conferences are being included to the Knowledge Graph on an ongoing basis for an enhanced search experience. This has got the marketers scrambling to provide the most relevant information in order to get listed in the knowledge graph. Google will pick the structured data markup for events from website into the Knowledge graph and would use it for display on Google search
We describe in detail how event sites should mark up their events in order to be eligible for Google’s event features.
Google recommends JSON-LD over other markup formats since JSON-LD doesn’t require the marketer/developer to interweave the structured data with the HTML displayed content unlike schema markup.
The following example describes some basic information about an IoT (Internet of Things) Summit, including the name, date and time, location, tickets and URL for more information
Check if the markup is correct using Google Structured Data Tester