"Google Will Change Web Marketing in 2012"
Google Will Change Web Marketing in 2012 - Brian Whalley - Harvard Business Review
More content will be published into Googles search results. No need to visit the site anymore.
The data that Google makes available will be reduced.
Since October, between 10-15% of visits to websites from Google have no longer sent information to webmasters and marketers. It is safe to assume that Google will continue to expand these changes, further limiting the data available to marketers unless they're willing to pay.