How does a brand outrank the NHS in one of the most competitive YMYL niches on the internet? In Episode 2 of Ask An Expert, we sit down with Mark Williams-Cook (Founder of AlsoAsked and Director at Candour) to seo strategy for competitive niches to increase online visibility against larger brands. We dissect the mechanics of a 200x traffic growth story. Mark explains why traditional SEO is no longer enough for high-competition keywords and how Digital PR serves as the ultimate weapon for building authority that Google (and AI) trusts. We discuss how smaller sites can achieve greater online visibility against larger brands, exploring effective SEO marketing strategies. The conversation also touches on using data driven content to compete in challenging niches, along with the prevalence of new acronyms like GEO, LLMO, and AEO in the AI search landscape. This deep dive offers valuable seo tips for navigating the evolving search environment. Key Insights: The Power of Data: How Mark’s team uses unique data sets to earn links from top-tier publications. Beyond the Link: Why being mentioned by name is becoming as important as the hyperlink itself in the age of LLMs. YMYL Authority: The framework for competing with government-backed websites and winning. Future-Proofing: Why "Machine-Friendly" content is the key to surviving the shift to AI search. Subscribe to Embarque for more expert SEO deep dives: https://www.youtube.com/@EmbarqueSEO?sub_confirmation=1 WORK WITH EMBARQUE Embarque is a premium SEO agency specializing in SaaS and B2B growth. We help brands build authority through content that ranks and converts. 🌐 Case Studies: https://www.embarque.io/case-studies Book a Strategy Call: https://www.embarque.io/contact