Get to know Pollyanna

With a magical ability to blend SEO science with compelling storytelling, Pollyanna crafts content that ranks high and reads beautifully. Before joining Modal, she worked as a travel writer and somehow managed to visit 42 countries while maintaining a full-time remote job (a skill we're still trying to learn from her). Pollyanna approaches SEO as both an art and a science, staying on top of algorithm changes while never losing sight of the human readers behind the search queries. A self-proclaimed "word nerd," she hosts a monthly book club for the team and has a collection of vintage typewriters that she swears helps with writer's block. Her desk plant is named Hemingway, and yes, it does have a tiny moustache.

How do you balance SEO requirements with engaging content?

"I never see them as competing priorities, good SEO and good content should complement each other. I start by understanding the search intent behind key phrases, what is the user actually trying to accomplish? Then I create content that genuinely answers those questions or solves those problems. Keywords should fit naturally into well-structured, valuable content. At Modal, we've developed a content framework that ensures we hit SEO targets without sacrificing readability or brand voice. The algorithms are increasingly rewarding content that truly satisfies user needs, so the gap between SEO best practices and quality content is narrowing."

What's your research process for creating SEO content?

"It goes far beyond keyword research. I dive deep into the topic, reading competitor content, industry publications, academic research, and forum discussions to understand different perspectives. I also look at search features like 'People Also Ask' and related searches to identify subtopics I should cover. For technical or specialised subjects, I interview subject matter experts to ensure accuracy. This comprehensive approach not only improves the content quality but also naturally incorporates semantic keywords and topical relevance that search engines value. At Modal, we allocate proper research time for every content project rather than rushing to production."

How do you approach different types of content?

"Each content type serves a different purpose in the customer journey. Blog posts might focus on addressing specific questions and building topical authority. Landing pages need to be conversion-focused while still providing value. Product descriptions require technical accuracy alongside persuasive elements. I adjust my writing style, structure, and keyword strategy based on the content type and its place in the funnel. One approach that's been particularly successful is creating comprehensive pillar pages supported by related blog posts, this content ecosystem approach has helped our clients establish real authority in their niches."

What SEO trends are you most excited about?

"I'm fascinated by the evolution toward truly understanding user intent and satisfaction. Search engines are getting better at measuring content quality beyond traditional signals like keyword density or backlinks. This means we can focus more on creating genuinely valuable content rather than optimising for specific ranking factors. I'm also excited about the opportunities in visual search and voice search, these require adaptations in our content strategy but open up new ways to connect with audiences. At Modal, we're already helping clients prepare for these shifts by diversifying their content formats and focusing on conversational key phrases alongside traditional keywords."