Background
In an effort to simplify the food ordering process, Google launched the end-to-end (E2E) food ordering program four years ago. This initiative was designed to offer a seamless experience for users ordering food for pick-up or delivery. However, after gathering extensive feedback and user data, Google has identified opportunities for improvement. Based on these insights, the company is transitioning from the current model to a more partner-focused approach (Google Redirect).
Key Changes
1. Migration to Redirect Product Google has observed that users prefer completing their food orders directly on partner or merchant websites. To better align with user preferences, Google has moved away from handling transactions directly within its platform. As of September 2024, food orders are no longer processed through Google but are instead redirected to third-party platforms or restaurant websites.
This change is designed to:
Provide a smoother, more user-friendly experience by redirecting users to partner websites.
Streamline the food ordering process for both users and partners, allowing orders to be completed directly on external platforms.
2. What This Means for Users When users click the "Order" button on Google, they will now be directed to partner websites or merchant platforms, such as Zuppler, to complete their transactions. Users can compare different ordering options from various providers before being redirected to the appropriate platform to finish their order.
This new system has been live in the US and UK for some time and was expanded to Australia, Canada, and Germany in January 2024.
Place Action Links: Guidelines and Requirements
As part of this transition, the guidelines for Place Action Links have been updated to ensure a smooth and efficient ordering experience. Here are the new requirements:
1. Dedicated Landing Pages
All Place Action links must direct users to a dedicated landing page for the merchant. These links cannot point to the general homepage or navigation pages, ensuring that users are taken directly to the action they wish to complete.
2. Location-Specific Links for Multi-Location Businesses
For businesses with multiple locations, Place Action links must lead users to the landing page of the specific location selected through Google. This ensures that users engage with the correct location based on their preferences and proximity.
3. Completion of Designated Actions
Place Action links must enable users to complete their chosen action—such as placing an order—without any additional steps. For example, if the action is to order food, the entire process should be completed on the platform without requiring a phone call or redirecting to another app or site.
How to Obtain Place Action Links
To ensure proper link placement, follow these steps based on the available platform:
For Restaurant Websites:
Visit the restaurant's website.
Click the "Order Now" button and copy the full URL from the browser's address bar.
Example: https://mariscoslaramada.com/mexican-food-order-online/restaurants/ff02c6a5/29804.
For Marketplace Platforms (e.g., Restaurant Delivery Services):
Search for the restaurant on the marketplace.
Copy the complete URL for the restaurant.
Example: https://sanangelotogo.com/index/restaurants/chipotlesjackson/28323.
For Google Food Ordering Channel (If No Website or Marketplace Exists):
If the restaurant does not have a website or marketplace presence, use the Google food ordering channel.
Example: https://google-ordering.zuppler.com/#/restaurants/tonyspizzahickory/10585.
Adding Links to Google Accounts
To ensure the ordering link button appears on Google, follow these steps:
Paste the copied URL into the Site URL section within the Google channel.
Click the Google Incremental button to confirm the action.
Note: It is crucial to add the Google channel for all accounts. Failure to do so will prevent the "Order" button from appearing on the Google page for users.
