The folks in the Local Search Forums are noticing that Google is now blending or morphing the organic search results interface with the local knowledge panel interface for branded queries – so when you search for that specific brand.
Here is a GIF of it in action from the forum thread:
Joy Hawkins wrote in the thread “@TomW brougth this to my attention this morning. When you do a branded search on mobile, Google has morphed the organic results into the Knowledge Panel.” You’ll notice a couple new things about this SERP. First, the bar across the top that has Posts, Reviews, About etc (GMB listing features) stays with you as you scroll down the page even though it shows you organic results. Second, some of the GMB features are mixed in with organic and appear lower in the SERP such as Questions and Answers and the GMB Messaging feature.
I personally like it also – what do you think?
Forum discussion at Local Search Forums.