Google is beginning to educate marketers about what it believes is a “game changer” of mobile search: “micro moments.” Micro-moments are those instances throughout the day when we pull out our smart phones to find something, learn something, check on something. As marketers’ understanding of micro-moments evolve, Google hopes they’ll see that Google mobile search isn’t just about looking up phone numbers or directions, it’s about initiating (and potentially, fulfilling) transactions, as well.

Yesterday, in a rather understated manner, Google demonstrated one such micro-moment marketing opportunity it is rolling out; a simple little feature that allows Google users searching for nearby restaurants that deliver to click a button that will initiate the order. According  to the announcement, “When you search for a nearby restaurant on your phone, you’ll see an option to “Place an order” in the search results. Just tap that, choose the delivery service and you’ll be taken to their website to complete the order.”

Initially, you’ll be able to order via six providers in the U.S.:  Seamless, Grubhub, Eat24,, BeyondMenu and Google says it will be looking to add more in the future.

Currently, there is no cost to the restaurant or delivery service.

(Coming up: More about Micro-moments.)

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