Did a few searches for sports odds on my mobile phone today. As I scrolled past about 20 results, the "See More" button appeared. I tried scrolling some more thinking results 21+ would come up.

Instead, something entirely new appeared. I'll describe it as a pastel-toned "interest blocks" that group 2-3 results together with prominent featured images. An individual search box with a prefilled related keyword tops each section.

The results themselves are what Youtube might suggest after you looked for "Premier League Odds". The prefilled boxes have things like "Premier League Gossip" or "How to Bet on Soccer" or "Premier League Transfer News".

If you tap the search box containing one of these keywords, you're taken to that KW's natural search results which inevitably lead to another round of "interest blocks" if you scroll past SERP 20.

It seems to be a graphical version of "related searches". My immediate beefs:

1) Relevance - A number of the suggestions pull people away from their original KW search and potentially towards commercial searches (no surprise). Some suggestions include "Funny bets" or boilerplate betting advice like "Don't bet more than you can afford".

2. News-a-Rama - Newspapers dominate these sections. Their hi-res photos catch the eye, but their content leaves much to be desired. It's pretty much a high authority party. Not much variety.

3. Captivating - Like browsing Youtube, my tendency was to keep scrolling hoping to find something interesting, versus just typing another KW myself. This kept me browsing for much longer than anticipated.

For sure, this won't be an immediate concern as you'll need to scroll past 20 results to see this stuff come up.

As with all things Google, my guess is it eventually follows the top 10 in the coming months.