The rumor is Google is going to pull or at least modify how it reports on keyword queries from paid search. Most of what we’re hearing is speculation, but Search Engine Watch has a good discussion on the issue. Google already began hiding organic keywords last year.
If you’re in the business SEM, the “not provided” move is certainly a disruptor. But its also extremely freeing. Hiding the keywords from us is a nice push from Google to get marketers to refocus on quality content, building audiences with true affinity and creating an ecosystem of like-minded people and organizations.
Chasing keywords often results in chasing low-quality customers and focusing on short term gains rather than long term benefits. Now we can get back to things like loyalty and advocacy.