Official Google Webmaster Central Blog: Supplemental goes mainstream
You know I have been an advocate of natural search landing pages. With Google's technology n supplemental results aligned with natural search optimization and marketing for usability a user that searches say Annville Institute, Annville, Kentucky (KY) on Google will see:
Annville Institute, Annville, Kentucky (KY)
Ever find yourself wondering what happened to so-and-so from Annville Institute in Annville, KY? Perhaps you’re trying to get in touch with one of your best ...
In the search results - which then takes the user to a page that is more relevant to what they are looking for than the standard www.classmates.com homepage.
This also helps projects like the buyyouadrink.org profiles so that users can share what information they want when Googlers search their name in order to find out more about them through their own personal profile pages.