A system and method to manage data associated with a merchant system to provide in response to a search query from an end user system. The system and method generate a custom entity type including one or more fields comprising first data corresponding to the merchant system. An update to the first data of the custom entity type can be received and an updated custom entity type is generated. The updated custom entity type is distributed to multiple business listing provider systems configured to provide search results associated with the merchant system in response to a search query from an end user system. The system and method can also generate a search experience interface including multiple input fields. The search experience interface is displayed to an end user to receive search terms via the first input and the second input field in response to a single search action.