At least for locally-focused businesses based in the U.S., the extent to which Google is becoming pay-to-play for discovery searches. Whether you sell products or services, Local Inventory Ads and Local Service Ads are going to dramatically change your customer acquisition moving forward.
Through these simple ad units, Google is removing the need for keyword targeting, bid management, ad creative, and even landing pages. Google has automated the entire process.
These ads are basically the only thing searchers will be presented with on mobile and voice searches, and they are rolling out across more and more categories and locales on a regular basis.
Each has the potential to make customer acquisition easier but more expensive, and it in the very near future, if not already, it will be much more important to focus on customer service, re-engagement and loyalty programs than Title Tags, citations, or inbound links.