Things to do official site policies

Inventory must meet our general landing page policy and the policies below to be eligible to receive the official site badge.

Example of how the official site badge may appear on Google Search:

A simplified UI example of an Official site badge in a Things to do search.

Booking page: The page on the partner’s site where the user has selected a date and (in most cases) is able to enter purchase details, such as name and credit card information.

Landing page: The page the user is sent to on a partner’s site before taking any additional action. In some cases the landing page may also be the booking page.
  • Inventory may be eligible to receive the official site badge if the booking page is the same as the primary booking page referenced on the main attraction or tour operator’s booking site. The booking page can have a different domain than the main attraction or tour operator website, as long as the main attraction or tour operator’s website clearly links to the booking page.
    • The validity of the booking page will be verified through various sources, such as an attraction’s Google Business Profile or other trusted data.
  • The landing page you submit can link to either a specific page for the given product or a page that gives an overview of all the tickets available for the given attraction or tour operator. Don’t submit a generalized landing page that requires the user to navigate to separate pages to find key information on tickets.

Examples of acceptable landing pages:

A diagram that shows examples of acceptable and unacceptable landing pages for Things to do products.

Inventory also must meet our general landing page policy to be eligible to receive the official site badge.

  • You can use 2 fields in your feed as follows to differentiate official inventory, depending on the inventory type and search context:
    • For attractions only, mark a product as “INVENTORY_TYPE_OFFICIAL” in the feed if the landing page leads to the primary booking page of the attraction.
      A UI screenshot depicting an example of a Product feed inventory type setting.
    • For tour operators only, mark a product as “INVENTORY_TYPE_OPERATOR_DIRECT” in the feed if the landing page leads to the primary booking page of the given operator tour.
Note: In most cases, neither field applies to inventory where the user will transact with a third-party brand, such as from Online Travel Agencies (OTAs).
  • If you meet the above criteria, you may be eligible to show an official site badge.
    • Depending on the surrounding context, some attractions or tour operators may not receive an official site badge.
  • When more than one feed includes an attraction or tour operator with an official site, Google determines which offer receives the official site badge based on feed quality considerations, such as price accuracy, or explicit preference by the attraction owner.
  • Representing listings that do not meet the above criteria as official sites can result in removal of the official site badge or the overall listing. In the case of repeated violations, your entire feed can be suspended from receiving the official site badge.
  • For more details, view the Policy enforcement and appeals section of the Things to do content and referral experience policies.

Learn more about our policy for “Official site” badges.

If you’re working with a third-party platform, some of these instructions may not apply to you. Refer to your third-party platform for instructions on how to resolve the issue or complete the task. Learn how to find support if you use a non-Google platform.

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