Outrank brandname/actionname? Ecom

Hey people, long time lurker here. just wanted to check if you got any advice on my problem.

Trying for months to outrank a competitor with an emd/action name but can't figure it out.
On the surface I got better backlinks, content, relevancy and authority, the only bad thing I can figure out is the CTR as branded searches for his domain would always click on him even if he was 2nd page.
Let me show an example.

Search: Selling Goats

SellingGoats.co.uk (competitor) [homepage, category catalogue with goats, cows, donkeys, etc]
SellingGoatsLondon.com (my shitty site that I've done minimal work, no backlinks) [homepage, category catalogue with goats, cows, donkeys, etc]
MyBrandSelling.com/SellingGoats (my main site that I m trying to rank) [Category page, brown goats, white goats, purple goats]


Comparison:
I don't get it, I mean is EDM that powerful?
I got X3 quality and quantity of *visible* backlinks.
Content is better.
Tech SEO is better (custom yii)
Reach is better (I outrank for specific goat types)
More known in the industry (we know the right people)



Backlinks:
The issue with backlinking is that we have to dance around the topic because it's a supplier to other niches. So most of my backlinks turn out to be.

Barber Website: How to cut your goat's hair
Kink Website: how to f your goat passionately
Interior design: How to place goats in our house for best Feng Sui

But I guess that's as good as anyone gets, it's not that any of my competitors have anything better. (it's like a marathon against wheelchairs users)

Suspected Causes:
* CTR because of their "brand fans"
* Google wants what google wants, if it's a niche it doesn't understand, it might as well rank what it thinks is best (ranking generic catalogues vs ranking specific topic catalogue).
Although if that's the case I'd like a workaround so I don't ruin my homepage ranking #'1 for FarmAnimalsSelling that brings good money.
* Locality issue? Don't know if mentioning UK or London helps at all. I mean I got it on my H1s not sure if it REALLY HAS to be in the URL. The rest of the search results are kind of mixed with .com and .co.uk


Ps. It's an ego issue, it's not that it's a super money keyword according to our analytics. I'd really like to rank for that and demoralise them.

Any ideas are appreciated.

Hah, well the niche we operate in is quite versatile.

Random uses of our product : weddings and Olympic games, Gucci and the Uk gov.
But no one would actually write anything on the product itself as it's quite "invisible"/boring.

Bump, just in case anyone wants to comment.

Ps. The comment above was a response to someone, their comment has disappeared, not trying to spam in any way.