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MarketingEDGE Podcast

Why Your Brand Should Act Like a Family

In this episode we break down a powerful but often overlooked SEO concept: entity optimization—and why your brand should function like a connected family, not a collection of competing pages.
April 16, 2026
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Why Your Brand Should Act Like a Family
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Stop the Sibling Rivalry: How to Make Your Product Pages Work Together
What do the Kennedys, the Hiltons—and your product pages—have in common?
More than you think.


In this episode of MarketingEDGE, we break down a powerful but often overlooked SEO concept: entity optimization—and why your brand should function like a connected family, not a collection of competing pages.

Because when your product pages compete, your rankings suffer. But when they work together? That’s where real authority is built.

🔍 What You’ll Learn
- What “entity SEO” actually means (and why it matters now more than ever)
- Why your brand should be treated as a single, unified entity
- How product pages unintentionally compete with each other
- The concept of “topical authority” and how to build it
- A step-by-step framework to audit and restructure your site

Prefer to read the article? Click here. 

Contributors:

About the Author

Erin Hallstrom 

Erin Hallstrom 

Contributor

Erin Hallstrom is the Director of Content Operations and Visibility for EndeavorB2B, where she works with more than 150 trade journalists across 90+ brands to implement search engine optimization (SEO) and generative engine optimization (GEO) best practices. She’s been a featured speaker at the News and Editorial SEO Summit (NESS) and headlines ASBPE’s SEO for B2B Media Playbook education series. 

In addition to optimization strategy, Erin is responsible for Endeavor's metrics reporting, where she uses her expertise in website analytics to help teams understand their data to make informed content decisions. Erin holds multiple technical certifications in Google Analytics and also trains audience and marketing groups how best to utilize SEO and GEO tactics for enhanced content marketing performance. 

Connect with Erin on LinkedIn

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Resources

March 23, 2026
Nov. 11, 2025
Oct. 16, 2025

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