Whereas before you would be able to identify these terms in Google Analytics, this is no longer the case - which in effect takes away the ability of small business owners to manage their SEO.
Now they will need to invest much more time in complex referencing and cross referencing with ranking reports, Google webmaster tools and landing page stats to have any idea about what is and what is not working.
As a digital marketing company in Kent I can see the new challenge ahead - and whilst frustrating to have to do it, at least I have the tools and understanding of what to do. What chance is there for a small business owner - even a really savvy one.
Time will defeat most business managers which means that they will need to use people who do know how.