In this episode of the SEO for Ecommerce Podcast, we’re joined by Matt Pyke, founder of Fly High Media, to unpack how ecommerce brands in niche markets can build topical authority that drives visibility, trust, and conversions. We chat through what “authority” really means in practice, how to develop a content and internal linking structure that reinforces expertise, and ways to target keywords in narrow or specialist markets. Matt also shares some practical tips for standing out in search results when you’re not a household name, plus how AI search is changing the rules for building authority online. Whether you're selling to a highly specific audience or looking to future-proof your SEO strategy, this episode is packed with actionable insights to start using right away.Some of the key areas discussed include: Building authority without relying on generic content or high-volume keywords. Structuring your site and content plan for maximum topical depth. Leveraging off-site signals like reviews and mentions to strengthen trust. Adapting your authority-building strategy for AI-driven search.