Dr Ashish Dutta

Vertical

Cosmetic Surgeon

Dr Ashish Dutta who is also known as Dr Ash Dutta to his patients, was born in India and came to the UK to enhance his skills in cosmetic space. Initially he dedicated himself to different surgical practices and later in 2000 he started off with his own clinic in Sunderland. Currently, Aesthetic Beauty Centre is a brand with clinics in London, Newcastle and Liverpool.

Office

London

Before Dr Ash Dutta came onboard with us, his brand image was tarnished due to negative media and jealous competition. And we brought the negative sentiments from 100% to 63%

In Cosmetic industry a doctor’s reputation is a very important factor for prospective patients.

According to a survey 84% of the patients look for online reviews on google when evaluating physicians.

This is how the Google search looked like before we started with Dr Ash Dutta’s online reputation management.

60% of the search for his name “Dr Ashish Dutta” resulted negative

60% of the search for his reviews resulted negative.

100% of the news for his name resulted negative

Most of the negatives were ranking on top 4 positions of google

And according to Search Engine Watch study, the top results in SERP gets 36.4% Clicks and this was killing his reputation and leads.

So we came up with a precise brand management and crisis management strategy that reduced 63% of negative sentiment on google.

Difficulty

1) 60% of the SERP were negative and ranking on top 4 positions.

2) High authority news articles with 50-90 DA/PA were surfacing on top results.

Solution

We divided the process into 3 phase

1) Supress the negative results on Google.

2) Search Engine Optimization

3) High quality content creations, correlation and amplification

1) Suppressing The Negative Results On Google.

Initially we made sure less and less people Google about Dr Ash by making all info available on his website itself.We created a page on ABC website about Dr Ashish Dutta giving a complete information about him.

All this brought the following outcome

The profile had been viewed more than 1800 times

The average time spent on the profile was 3 mins

114 people entered the site through this page

Views on the profile was continuously increasing

And got 8 leads through this page.

Another way we tried to minimize the damaging search engine results by building positive properties.

So we created a list of high authority web properties on which we created his profile and targeted his name as primary keyword.

Twitter Profile:

Constant engagement on twitter gave it a push to rank on top 20 results.

Vimeo Profile:

Vimeo videos was ranking good for his name search.

We made sure to start the title of the video with the doctor’s name with unique descriptions explaining about the video.

- 959 audience played the video

- 30.9% engagement rate.

YouTube Profile:

- Uploaded over 44 videos to YouTube

- Custom Titles, Descriptions and URLs written

- Ads removed from the Channel

- Channel Settings Edited

Hike in youtube views went to 1491

Apart from this we also bought some exact match domains which helps us in suppressing negative results.

2) Search Engine Optimization

Getting a exact domains and hosting them was just the start but in order to rank them well for our targeted keywords it was essential to follow certain best SEO practices so that google can find and rank them.

Step By Step SEO Approach

- We made sure to use keywords in Meta Title.

- Published unique content on each platforms.

- Used keywords in content

- Improve the page speed of each domains.

- Get authority links to each property.

- 497 traffic

- 617 succession

- Average time spent 1:22 minute.

It was sure that not all domain will ranking but within 2 months few domains started ranking on the 1st page of google reducing 20% of negative results.

(Quick hack: We knew the domains and properties we built will take time to rank, so we used paid ads to list our properties on top of the page, so even if people search for him they would land on our properties)

3) High quality content creation, correlation and amplification

We created high quality content to distribute it across PR and updated our property with fresh blogs to gain authority and relevance.

Every reputation is based on quality results and customer service which is what we highlighted for the brand and emphasised on in all the brand's external communications. Results are seen in the improvement in reputation, performance of the brand, higher conversions and ROI

Reduction in negative
sentiment

Video views about positive sentiment

Videos establishing personal brand

Dr Ash Dutta

Dr Ashish Dutta who is also known as Dr Ash Dutta to his patients, was born in India and came to the UK to enhance his skills in cosmetic space. Initially he dedicated himself to different surgical practices and later in 2000 he started off with his own clinic in Sunderland. Currently, Aesthetic Beauty Centre is a brand with clinics in London, Newcastle and Liverpool. Dr Ash Dutta's brand image had been tarnished due to negative media and jealous competition.

Before Dr Ash Dutta came onboard with us, his brand image was tarnished due to negative media and jealous competition. And we brought the negative sentiments from 100% to 63%

In Cosmetic industry a doctor’s reputation is a very important factor for prospective patients.

According to a survey 84% of the patients look for online reviews on google when evaluating physicians.

This is how the Google search looked like before we started with Dr Ash Dutta’s online reputation management.

60% of the search for his name “Dr Ashish Dutta” resulted negative

60% of the search for his reviews resulted negative.

100% of the news for his name resulted negative

Most of the negatives were ranking on top 4 positions of google

And according to Search Engine Watch study, the top results in SERP gets 36.4% Clicks and this was killing his reputation and leads.

So we came up with a precise brand management and crisis management strategy that reduced 63% of negative sentiment on google.

Difficulty

1) 60% of the SERP were negative and ranking on top 4 positions.

2) High authority news articles with 50-90 DA/PA were surfacing on top results.

Solution

We divided the process into 3 phase

1) Supress the negative results on Google.

2) Search Engine Optimization

3) High quality content creations, correlation and amplification

1) Suppressing The Negative Results On Google.

Initially we made sure less and less people Google about Dr Ash by making all info available on his website itself.We created a page on ABC website about Dr Ashish Dutta giving a complete information about him.

All this brought the following outcome

The profile had been viewed more than 1800 times

The average time spent on the profile was 3 mins

114 people entered the site through this page

Views on the profile was continuously increasing

And got 8 leads through this page.

Another way we tried to minimize the damaging search engine results by building positive properties.

So we created a list of high authority web properties on which we created his profile and targeted his name as primary keyword.

Twitter Profile:

Constant engagement on twitter gave it a push to rank on top 20 results.

Vimeo Profile:

Vimeo videos was ranking good for his name search.

We made sure to start the title of the video with the doctor’s name with unique descriptions explaining about the video.

- 959 audience played the video

- 30.9% engagement rate.

YouTube Profile:

- Uploaded over 44 videos to YouTube

- Custom Titles, Descriptions and URLs written

- Ads removed from the Channel

- Channel Settings Edited

Hike in youtube views went to 1491

Apart from this we also bought some exact match domains which helps us in suppressing negative results.

2) Search Engine Optimization

Getting a exact domains and hosting them was just the start but in order to rank them well for our targeted keywords it was essential to follow certain best SEO practices so that google can find and rank them.

Step By Step SEO Approach

- We made sure to use keywords in Meta Title.

- Published unique content on each platforms.

- Used keywords in content

- Improve the page speed of each domains.

- Get authority links to each property.

- 497 traffic

- 617 succession

- Average time spent 1:22 minute.

It was sure that not all domain will ranking but within 2 months few domains started ranking on the 1st page of google reducing 20% of negative results.

(Quick hack: We knew the domains and properties we built will take time to rank, so we used paid ads to list our properties on top of the page, so even if people search for him they would land on our properties)

3) High quality content creation, correlation and amplification

We created high quality content to distribute it across PR and updated our property with fresh blogs to gain authority and relevance.

Every reputation is based on quality results and customer service which is what we highlighted for the brand and emphasised on in all the brand's external communications. Results are seen in the improvement in reputation, performance of the brand, higher conversions and ROI

Reduction in negative sentiment

Video views about positive sentiment

Videos establishing personal brand

Vertical

Cosmetic Surgeon

Office

London

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