Whitey - 6:06 am on Dec 27, 2012 (gmt 0)
the best way is to bridge the gap for small sites like mine that are clearly the niche leader but are getting beat by the brand bias.
I think you've said what you need to do. Now go and market to your niche audience and obtain some approval of your reputation online.
Specifics - you know your market + SEO basics. Build from there.