Content is king, or how are google's changes going to effect your developemts

I came across this article http://boagworld.com/marketing/google-changes and while I don't see some of what they were pointing out, Is is clear that social networking and real-time results are coming and coming in a big way from all the major search company's. So to open this discussion, what are some new thing you might try to play the "google" game?