Case Study: Doctor Reputation 


Our client was a doctor in the mid-west who had a legal problem with a past patient. The case was dismissed, yet documentation persisted in search results long after the case was forgotten by the courts.

When the hospital at which our client worked merged with another she was laid off. Search result descriptions were negative, though if someone read the documents they would see it was dismissed. The problem was that few people read the documents. She was assumed to have been guilty by search results alone. 


  • Industry: Medical
  • Entity: Individual
  • Issue: Legal document scraper site
  • Technique: Mixed: Dilution, Suppression, Protection
  • Duration: 8 Months (changes seen after 60 days)


Our client was a practicing physician in a regional hospital. Legal documents had been scraped by an aggregator site and placed online. Google search results and description snippets were negative, even though the case was a non-starter. 


Reputation X was hired to improve medical search results. No one could remove the negative content from the aggregator site, but we could dilute it in search results. Our mandate was to push negative search results off the first page for our client. 


Our first step was to research our customer and similar doctors. We developed a persona for her representing "ideal" search results. The persona was a compilation of positive search results for doctors like her. 

  • Suppression of Negatives
  • Dilution and Counter-Point
  • Protection from Future Problems

Seeding positive content

Our client was a humble person with little promotional content about her. We needed citations, so we created a number of online profiles on sites topically associated with Doctors. We also brainstormed articles and performed outreach to journalists and bloggers who might be interested in fresh medical-related content. After 60 days we were rewarded with the first content placements.  

Leveraging online citations

Once citations and references had been placed, we created a Wikipedia page about our client. Because journalists had now covered her she had a level of notoriety necessary for Wikipedia relevance. 

Web development

She was active with certain national charities. We asked our client to contact charities that had worked with her in the past. She asked them to place links in their sites to certain sites referencing our client. The links passed link authority, causing our clients sites to rise in search results to the first page. 

Online promotion

She'd had a number of positive reviews, it was clear her patients loved her work. But the sites didn't yet have enough strength to rise to the first page of search results, they languished on pages two and three. We caused a number of relevant medical articles to be placed, each linking to a specific review site. The inbound links caused the sites to rise. 


A combination of new content, promotion of existing doctor review sites, promotion of content that already existed, a new Wikipedia page and social media caused the aggregator site to drop to the bottom of page one within seven months. Within twelve months it was on page two.

Our client now has a healthy first page in search results.

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