SEO Insights: AI Mode, Accessibility, and Strategies to Beat OTAs

As AI-driven search continues to evolve, SEOs are facing new challenges and opportunities. From Google’s latest multimodal experiments to direct booking strategies for hotels and critical accessibility updates, here’s what’s trending in SEO this month.

AI Mode & the Changing Search Landscape

Google Launches “AI Mode” via Gemini 2.0

Google is testing a next-generation version of AI Overviews called AI Mode, powered by Gemini 2.0. This multimodal capability processes complex queries using both text and visual inputs, offering highly contextualized results. Currently, the feature is only available to Google One Premium subscribers, but signals a significant shift in how search may function in the coming year.

Ads Are Coming to AI Mode

In a related move, Google also announced plans to test advertising placements within AI Mode. These ads are designed to feel more native and less disruptive, marking a new phase in the integration of paid and AI-generated content.

DOJ Finalizes Proposal for Google to Divest Chrome

In a historic development, the U.S. Department of Justice (DOJ) finalized its proposal for Google to divest its Chrome browser. This decision stems from ongoing antitrust litigation aimed at breaking up Google’s dominance in search. The DOJ’s proposal also includes a call for websites to have the right to opt out of AI-powered search features, a move that could give publishers more control over how their content is used in large language models.

Hospitality SEO: Beating OTAs at Their Own Game

Online Travel Agencies (OTAs) like Expedia and TripAdvisor continue to dominate the hospitality industry’s search landscape. But that doesn’t mean boutique hotels and independent brands are powerless. Here are proven tactics to shift user behavior and increase direct bookings.

Capitalize on Your Independent Status

• Promote exclusive offers, like free parking or wellness perks, that OTAs can’t match.
• Use price-matching or exclusive web-only deals to encourage direct checkout.
• Offer flexible cancellation and rescheduling policies to build trust.

Create Trustworthy, Personalized Content

• Tell your story through blog posts, staff features, and property highlights.
• Emphasize the personalized experience your property offers, something else OTAs can’t replicate.
• Include clear CTAs on high-traffic pages that lead directly to your booking engine.

Google Business Profile (GMB)

• Expand on GMB attributes with things like pet-friendliness, beachfront access, and walkability to nearby attractions.
• Use high-resolution photos that showcase interior and exterior views.
• Keep reviews updated and respond frequently to boost visibility.

Schema Markup

Implement structured data to help search engines better understand your site:

• FAQ Schema: Address guest concerns about parking, check-in times, etc.
• Review Schema: Highlight guest testimonials directly in SERPs.
• Local Business Schema: Help dominate the local map pack for queries like “best hotels near me.”

Don’t Skip Video

More than 50% of users watch video content before booking a hotel. Add value with:

• Virtual tours
• Behind-the-scenes footage
• Staff introductions

Source: SiteMinder

Accessibility & SEO: Why It Matters

Web accessibility isn’t just an ethical best practice, it’s a core ranking factor. Making your site usable by people with disabilities improves UX, expands your reach, and reduces legal risks.

Why It Matters

• 26% of U.S. adults live with a disability.
• Inaccessible sites lost $828 million in e-commerce revenue in the 2021 holiday season.
• Major brands like Sephora, Whirlpool, and even Beyoncé’s Parkwood Entertainment have been sued for inaccessible websites.

The SEO-Accessibility Connection

Accessibility tools like accessiBe don’t just improve UX. They may also increase organic search traffic. A Semrush-backed study found that after implementing accessibility tools:

• 73% of sites experienced organic growth
• The average increase in organic traffic was 12%

How to Optimize for Accessibility

• Alt Text: Always descriptive; avoid keyword stuffing. Decorative images should not have alt text.
• Headings: Follow logical hierarchy. Don’t skip H2 to H4.
• Link Text: Avoid “click here.” Use descriptive, unique anchor text.
• Readability: Aim for a 7th–8th grade reading level.
• Videos: Include closed captions or transcripts.
• Mobile Optimization and healthy Core Web Vitals round out the technical checklist.

Whether you’re a hotel brand looking to get ahead of OTA’s or just trying to make your website more accessible, 829 is here to help.