Optimize event visibility

This guide describes best practices that help Google match your events accurately and improve their visibility across different surfaces. It complements the feed spec, which defines the required fields, formats, and limits.

Venue information

Google must be able to match each venue to a place on Google Maps, and the venue must meet the venue eligibility criteria.

Choose a location field

Use the following table to choose how to identify the venue in Event.venue.location. For the rules for each field, see the Location definition.

If	Use
You have the venue's Place ID	`place_id`
You get venue information directly from the venue owner, who can provide their Business Profile ID	`business_profile_id`
You have neither	`place_info`

Match the Google Maps listing

When you use place_info, use the same name, address, phone number, and website that the venue's Google Maps listing shows. Keep the venue name to the name of the place only. For example, use "Example Arena", not "Example Arena - The Music Band World Tour" or "Example Arena (North Gate)".

Reuse venue IDs

Use one stable Event.venue.id for each venue, and reuse it for every event at that venue.

Related entities describe the artists, sports teams, and events, such as a show, tour, or tournament, that are involved in an event. Google uses them to understand what an event is about. Events without accurate related entities may be eligible for fewer queries in both organic results and ads.

What to tag by event type

Add each artist, team, or athlete as a separate entity in Event.related_entities. The following table shows what to add for common types of events. For the definition of each field and value, see the Entity definition.

Event	Entities to add	`entity_type`	`performer_role`
Concert	Each artist or group, including supporting acts, and the tour, if any	`ENTITY_TYPE_PERFORMER_MUSICIAN`, `ENTITY_TYPE_CONCERT_TOUR`	`PERFORMER_ROLE_HEADLINER`, `PERFORMER_ROLE_SUPPORTER`
Team sports	Both teams, and the tournament, if any	`ENTITY_TYPE_PERFORMER_SPORTS_TEAM`, `ENTITY_TYPE_SPORTS_TOURNAMENT`	`PERFORMER_ROLE_HOME_TEAM`, `PERFORMER_ROLE_AWAY_TEAM`
Individual sports	Each athlete, and the tournament, if any	`ENTITY_TYPE_PERFORMER_SPORTS_PLAYER`, `ENTITY_TYPE_SPORTS_TOURNAMENT`	Not needed
Theater show	The show	`ENTITY_TYPE_SHOW`	Not needed
Festival	The festival, and each performing artist or group	`ENTITY_TYPE_SHOW` for the festival, and `ENTITY_TYPE_PERFORMER_MUSICIAN` for each artist	For artists, `PERFORMER_ROLE_HEADLINER` or `PERFORMER_ROLE_SUPPORTER`
Comedy	Each comedian	`ENTITY_TYPE_PERFORMER_COMEDIAN`	`PERFORMER_ROLE_HEADLINER`, `PERFORMER_ROLE_SUPPORTER`

The following partial Event shows a concert with a headliner, a supporting act, and a tour:

{
  "event_types": ["EVENT_TYPE_CONCERT"],
  "related_entities": [
    {
      "id": "7890",
      "name": {
        "text": "The Music Band",
        "language_code": "en-US"
      },
      "official_website_url": "https://www.themusicband.example.com",
      "url": "https://www.example.com/artists/the-music-band",
      "musicbrainz_id": "0a1b2c3d-4e5f-4a6b-8c7d-9e0f1a2b3c4d",
      "entity_type": "ENTITY_TYPE_PERFORMER_MUSICIAN",
      "performer_role": "PERFORMER_ROLE_HEADLINER"
    },
    {
      "id": "7891",
      "name": {
        "text": "The Opening Act",
        "language_code": "en-US"
      },
      "url": "https://www.example.com/artists/the-opening-act",
      "entity_type": "ENTITY_TYPE_PERFORMER_MUSICIAN",
      "performer_role": "PERFORMER_ROLE_SUPPORTER"
    },
    {
      "id": "tour-2026",
      "name": {
        "text": "The Music Band World Tour",
        "language_code": "en-US"
      },
      "url": "https://www.example.com/tours/the-music-band-world-tour",
      "entity_type": "ENTITY_TYPE_CONCERT_TOUR"
    }
  ]
}

The following partial Event shows a championship game between two teams:

{
  "event_types": ["EVENT_TYPE_SPORTS"],
  "related_entities": [
    {
      "id": "4567",
      "name": {
        "text": "Team Red",
        "language_code": "en-US"
      },
      "official_website_url": "https://www.example.com/team-red",
      "entity_type": "ENTITY_TYPE_PERFORMER_SPORTS_TEAM",
      "performer_role": "PERFORMER_ROLE_HOME_TEAM"
    },
    {
      "id": "4568",
      "name": {
        "text": "Team Blue",
        "language_code": "en-US"
      },
      "official_website_url": "https://www.example.com/team-blue",
      "entity_type": "ENTITY_TYPE_PERFORMER_SPORTS_TEAM",
      "performer_role": "PERFORMER_ROLE_AWAY_TEAM"
    },
    {
      "id": "9012",
      "name": {
        "text": "Championship Series",
        "language_code": "en-US"
      },
      "official_website_url": "https://www.example.com/championship-series",
      "entity_type": "ENTITY_TYPE_SPORTS_TOURNAMENT"
    }
  ]
}

Improve entity matching

Google matches each related entity to a known artist, team, or event. To improve matching:

Use the canonical name. For example, use "The Music Band", not "The Music Band - Live in Concert (VIP Package)". Put event-specific details in the event title instead.
Send every identifier you have, such as official_website_url, url, related_urls, youtube_channel_id, and, for music artists, musicbrainz_id.
Reuse entity IDs. Use one stable id for each artist, team, show, tour, or tournament, and reuse it for every event that includes it.

Common mistakes

Adding event names, tour names, or entrance details to the venue name.
Using a different venue ID for each event at the same venue.
Naming the artists, teams, or tour only in the event title or description, without adding them to related_entities.
Adding only the headliner, or only one team.
Combining several performers in one entity, such as "The Music Band with The Opening Act".
Leaving entity_type unset.