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Set up Google Entity Relationships

Who does this article apply to?

  • Enterprise, Partner, and Small Business accounts.
  • Accounts in all regions.

This article details how to a to set up entity relationships in the Knowledge Graph for Google location listings. For steps on how to set up entity relationships for Bing listings, see Set Up Bing Entity Relationships.

Google listings can be associated in a parent-child relationship using Place IDs. You can link entities together by specifying a parent entity’s place ID on a child entity.

Linking entities with Place IDs will populate the Located in and Departments sections on Google Knowledge Cards.

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When a business is marked as located inside of a major airport, mall, or transit station, it will appear in the Directory section of the listing.

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Types of Relationships

Yext supports two Google entity relationship models:

  1. Independent Establishment In: The child entity is a distinct business from the parent entity (e.g., a restaurant chain inside a mall).
  2. Department In: The child entity is a department of the parent entity (e.g., a pharmacy within a grocery store, where the pharmacy and grocery store are both the same company).

Requirements

In order for Google listings to be linked with independent establishment or department relationships, each location must have:

  • A unique name
  • A unique primary category
  • Separate phone numbers that lead directly to staff in the department or independent establishment
  • Separate staff that work only within the department or independent establishment
  • A separate checkout or register for the department or independent establishment
  • (Recommended, but not required) Separate store locators or store pages on their website
  • (Recommended, but not required) Separate storefronts and logos

Set up Entity Relationships

  1. Use Google’s Place ID Finder to find the place ID of the parent entity. This should be the larger business that the department or smaller establishment is located in.
  2. In the Knowledge Graph, edit the child entity. This should be the entity representing the department or smaller establishment.
  3. Navigate to the Google Entity Relationship field.
  4. Select the type of relationship you would like to create and insert the Place ID of the parent entity.
  5. Click Save.

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