Museum, Art Exhibition & Cultural Institution Schema Markup (JSON-LD)
Structured data for art museums, natural history centers, science pavilions, and temporary exhibitions, modeling ticket admissions, docent tours, operating schedules, and accessibility amenities.
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Production JSON-LD Code Block
Embed this structured data block directly into your HTML <head> or framework layout template.
{
"@context": "https://schema.org",
"@type": "Museum",
"@id": "https://example.com/museums/metropolitan-contemporary#museum",
"name": "Metropolitan Contemporary Art Museum",
"description": "World-class contemporary art museum featuring permanent collections of 20th-century sculpture, rotating avant-garde galleries, and interactive multimedia installations.",
"telephone": "+1-415-555-0171",
"priceRange": "$$",
"isAccessibleForFree": false,
"address": {
"@type": "PostalAddress",
"streetAddress": "151 3rd Street",
"addressLocality": "San Francisco",
"addressRegion": "CA",
"postalCode": "94103",
"addressCountry": "US"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": 37.7857,
"longitude": -122.4011
},
"openingHoursSpecification": [
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": [
"Monday",
"Tuesday",
"Friday",
"Saturday",
"Sunday"
],
"opens": "10:00",
"closes": "17:00"
},
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": [
"Thursday"
],
"opens": "10:00",
"closes": "21:00"
}
],
"offers": {
"@type": "AggregateOffer",
"priceCurrency": "USD",
"lowPrice": "0.00",
"highPrice": "25.00",
"offerCount": 3,
"offers": [
{
"@type": "Offer",
"name": "General Adult Admission",
"price": "25.00",
"priceCurrency": "USD",
"availability": "https://schema.org/InStock",
"url": "https://example.com/museums/metropolitan-contemporary/tickets"
},
{
"@type": "Offer",
"name": "Student / Senior Admission",
"price": "18.00",
"priceCurrency": "USD",
"availability": "https://schema.org/InStock",
"url": "https://example.com/museums/metropolitan-contemporary/tickets"
},
{
"@type": "Offer",
"name": "Youth 18 and Under",
"price": "0.00",
"priceCurrency": "USD",
"availability": "https://schema.org/InStock",
"url": "https://example.com/museums/metropolitan-contemporary/tickets"
}
]
}
}Typed Properties Specification (7 Fields)
Key Schema.org properties and sub-objects required to qualify for rich snippet treatment in Google Search.
| Property | Expected Type | Status | Description & Example |
|---|---|---|---|
| name | Text | Required | Official institutional name of the museum. e.g. Metropolitan Contemporary Art Museum |
| offers | AggregateOffer | Offer | Required | Structured admission ticketing tiers (General, Student, Youth Free). e.g. Tiered ticket pricing from $0 to $25 |
| isAccessibleForFree | Boolean | Required | Indication of general admission entry fee requirements. e.g. false |
| openingHoursSpecification | OpeningHoursSpecification | Required | Operating schedule including late night extended gallery hours. e.g. Mon-Tue, Fri-Sun 10:00-17:00, Thu 10:00-21:00 (Closed Wed) |
| address | PostalAddress | Required | Physical museum street address. e.g. 151 3rd Street, San Francisco, CA 94103 |
| geo | GeoCoordinates | Required | Latitude and longitude coordinates of main visitor lobby. e.g. 37.7857, -122.4011 |
| telephone | Text | Required | Museum visitor services and information desk telephone. e.g. +1-415-555-0171 |
Google Search Console Pitfalls & Critical Warnings
Avoid these 3 common validation traps, parser errors, and algorithmic policy penalties when deploying Museum schema.
Omitting Closed Days in OpeningHoursSpecification
Many museums are closed on Wednesdays or Mondays; failing to define exact open days causes Google to assume standard 7-day operations.
Explicitly enumerate only the days of the week when the museum is open.
Missing Student/Youth Discount Tiers in offers
Only providing a single adult flat price misrepresents youth and free senior access programs.
Use `AggregateOffer` with nested `Offer` objects for all ticket tiers.
Using Generic Organization Instead of Museum
Treating a museum as a general non-profit organization loses rich cultural venue carousel placement.
Set `@type`: 'Museum' under CivicStructure / LocalBusiness.
Recommended Implementation Scenarios
Related Schema Blueprints
Explore complementary structured data blueprints across the Local Business cluster.
Historic Landmark & Tourist Attraction Schema Markup (JSON-LD)
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Contemporary Art Gallery & Fine Art Dealer Schema Markup (JSON-LD)
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