Music Everywhere: SEO & The Ever-Expanding Knowledge Graph
With trillions of searches made on its network, Google knows a thing or two about how to present information, evidenced by the increasing presence of the Knowledge Graph.
This gradual takeover of the Knowledge Graph, an actual "knowledge base" that uses semantic search information (from a variety of sources) to enhance the search experience - means more "useful" data is going to arrive on its results page - and it's resulting in a joyous chorus for some SEOs.
Google, which included a way for musical artists to add their events in March of 2014, has recently expanded its program in a way that will interest search professionals. The search engine will now show an expanded answer card for events on Google results pages, including the on-sale date, availability and a link to the preferred ticketing site. The data can be added to the event markup on a website manually (see below), but software solutions do exist which will build in the markup automatically (Google recommended Bandsintown, BandPage, GigPress, ReverbNation and Songkick).
For those that have a custom website/application, Google's announcement that it has the ability to accept delegation markup will be well received. Support for delegation markup means webmasters can indicate the event URL page distinct from their actual website (which may not feature the event).
Venues (not just individual artists) can also aim to optimize their presence in the Knowledge Graph system. Those that work with Ticketmaster are covered (including its international sites and TicketWeb). In addition, venues that list events with TicketFly, AXS, LaughStub, Wantickets, Homdmyticket and ShowClix and a long list of others are automatically covered as well.
Sample delegation markup...