I don't think simply listing

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These access points, of course, should be clear and well-defined (as opposed to the heap of content in organic results representing multiple user intents). I think we are moving towards strong thematic segmentation featuring multiple media formats. In other words, a SERP that provides an overview of topical material in a categorized manner, much like the COVID SERP does, but broader. Simple segmentation by topic isn't of much use if all you get in each category is a list of results.

To enable full exploration, each category Phone Number List must be segmented again. Take former American football star Jerome Bettis' Knowledge Panel: Knowledge Panel from former American football star Jerome Bettis Under the "Education" tab you'll find a link to a site with his college playing stats, a series of images of him playing in college, and more. But what if instead there was a multimedia package including all kinds of videos by category (i.e. videos of him playing in college, videos of his TV interviews when he was in college? university, etc.)? Additionally, no context is given about the school he attended (Notre Dame).



So imagine if the SERP presented a wealth of information related to the school itself to better contextualize what it means for a football player to be from that school's athletic program? In other words, to be a true information portal, you need to move away from simply listing a set of URLs on a results page. This doesn’t mean I’m not in favor of organic results being on the SERP of the future. On the contrary, I think and hope that there will be all kinds of URLs covering a variety of topics, subtopics and in different formats.