Case Study: Improving Search Reputation for Lawyers (SERM)

This case is based on work with clients under an NDA, so we cannot disclose their names. However, it serves as a strong example and may be useful for others, so we are sharing the materials while concealing all identifying details.

Recently, two lawyers from Israel approached us after becoming victims of a smear campaign. Negative articles were commissioned against them, occupying top positions in Google search results for their names. This content caused significant damage to their reputations—an essential factor in the legal industry.

From experience, we know that fighting negative content can take various approaches. Some methods are fast but aggressive, potentially attracting unwanted attention. Others are more subtle but require a comprehensive strategy, time, and creativity. We presented all available options to the clients, explaining the pros and cons of each. The clients specifically requested not to use DMCA complaints to avoid drawing the attention of competitors. In this case, it was crucial to act in a way that delivered maximum results without risks or unnecessary noise.

We explored several solutions for managing negative reputation without attracting attention and selected the safest and most discreet strategy. Our goal was not just to push down negative content, but also to build a strong digital presence for the clients, allowing them to not only suppress negativity but also gain greater control over their image. Thanks to our approach and the use of nearly “invisible” SERM and SEO methods, we achieved excellent results, displacing the negative articles from the top of both English and Israeli search results. The clients got exactly what they came for—negative materials received significantly less attention, and their professional reputation was restored without any traces of intervention.

SERM actions taken to replace negative content

Creating alternative content

In this case, SERM for lawyers involved creating controlled information flows to push negative content to less visible positions in search results. Given the legal industry’s sensitivity and high confidentiality requirements, we developed a particularly delicate approach to reputation management.

We implemented several strategic solutions that ensured a high level of security and anonymity, since we did not directly impact the already published negative articles. Our approach included the following steps:

1. Developing business card websites for fake identities with the same names as our clients

One of the key steps was creating alternative information sources—personal websites featuring fictitious individuals with the same names as our clients. However, to avoid suspicion, we did not present them as lawyers or attorneys. Instead, they were professionals in other fields. To achieve this, we:

• Created biographies for individuals in completely different professions. In this case, we chose the IT sector, though it could have been any field, such as art, sports, education, or public service.
• Indicated that these individuals lived in different regions, making it harder to associate them with the real clients.
• Added detailed descriptions of their careers, achievements, and contact details (email, social media).
• Published blogs and professional articles to make the sites look organic and trustworthy.

Example of the main page of one of the implemented websites. Templates on WordPress were used for the development of the websites, which accelerated and reduced the cost of implementation.

This allowed us to create informational noise in Google’s search results: when searching for client names, users found not only negative materials, but also other results that looked like legitimate personal websites.

When developing business card websites, we paid special attention to technical aspects. Each website received a unique design tailored to the specific professional field. We implemented an advanced internal linking system and created a detailed blog category structure. We focused particularly on page loading speed, optimizing all images, and configuring caching. This all helped us quickly start ranking well.

2. Preparing profiles on popular platforms for new personas

To enhance the effect, we created and optimized accounts on authoritative web resources that often rank high in search engines for our new personas:

• Pinterest, Twitter, Tumblr – personal pages were created with regular content posts.
• Quora – expert answers were posted on behalf of fictional personas, which also contributed to shifting negative results in search.
• SoundCloud, Mobygames – content was added in the form of audio recordings, as well as profiles on gaming platforms to diversify search results.

An example of one of the completed profiles for different networks.

After creating the profiles, we actively built their authority. We used SEO mechanisms for each platform (keywords, tags, hashtags). For each platform, we developed an individual content plan, considering the audience’s specifics and the format of content delivery. On Pinterest, we created thematic boards related to our personas’ professional activities, regularly adding high-quality visual content. For Twitter, we developed a strategy for interacting with thought leaders in the relevant field, which helped naturally increase the profile’s activity. On Quora, we focused on providing deep, expert answers on relevant topics, which helped build a reputation as experts.

We then posted links to the profiles from other resources to improve their ranking. Additionally, we continuously update the content to increase activity and trust from search algorithms.

3. Creating professional LinkedIn pages for new personas

Since LinkedIn is one of the most authoritative websites, its pages often rank highly in search results. We created detailed profiles with professional information about our fictional personas:

• We used real photos from free stock images.
• We wrote realistic career paths and educational backgrounds.
• We joined groups and began active interaction to make the profiles appear organic.

We paid special attention to crafting a plausible professional development story. Each profile had a carefully thought-out career history, with logical transitions between companies and positions. We regularly posted professional content, participated in industry discussions, and shared expert opinions. To increase the credibility of the profiles, we established connections with real professionals in the field, actively interacting in relevant groups and discussions.

Additionally, we used links to the profiles from other websites to enhance their authority. Each profile was optimized for search engines using relevant keywords in the headlines, experience descriptions, and skills. We also added media materials and publications that validated the professional expertise of our personas.

4. Writing and posting articles with positive or neutral content about our fictional people

To reinforce the reputation of our personas, we developed a detailed content strategy for publishing about them and their businesses. For this, we wrote three thematic articles about professional achievements, business accomplishments, and services offered by our personas, and published them on various resources of varying authority. In total, over 10 placements were made. The sites ranked from 5th to 25th in Google search results.

Thus, our created materials reached Top-1 on LinkedIn, Top-2 on the created website, and Top-5 for our posted article regarding our client’s name.

Simultaneously, we gradually filled the information space with positive or neutral mentions about our clients. We used the following methods:

• Guest posting – publishing positive or neutral content on external blogs and news websites.
• Posting SEO-optimized texts – adding keywords related to clients’ activities to promote them in search results.
• These texts were linked together – linking positive and neutral articles to each other to boost their ranking.

For each publication, we carefully selected the platforms based on their authority and thematic relevance. These placements were not very expensive or on highly popular sites, but they were sufficient to quickly enter Google’s Top 10. Special attention was paid to the natural presentation of information, avoiding obvious signs of promotional content. Each article went through several stages of editing to achieve our goals of replacing negative content.

Our comprehensive approach to creating alternative content allowed us to effectively shift negative materials using unobtrusive methods. By using websites with fictional personas, active accounts on popular platforms, and professional publications, we managed to change the information landscape for our clients.

This methodical approach to SERM for lawyers provides long-term results and control over search rankings and appears entirely natural.

The issue we encountered.

Our created social networks and website ranked well in the English-speaking segment of search results. Our posted articles on various resources ranged from 5th to 25th place in Google results. However, there were problems with ranking in Hebrew.

To improve the ranking of this content in Israel, we decided to duplicate the already developed websites in Hebrew. This was a necessary step because overcoming negative content in the English-language results was easier and quicker, whereas in Hebrew, the negative article still ranked in the Top-3 and Top-1 for our lawyers. We drafted a detailed technical task for the developer considering SEO optimization to ensure these sites started ranking quickly and reached the Top in local search. One of the sites has already been implemented and released, while the other is still under development. When creating the Hebrew versions of the websites, we implemented the correct multilingual structure using hreflang tags, which helped search engines correctly index the content for different language audiences. Work on this task is still ongoing.

When localizing content into Hebrew, we took into account cultural characteristics and local specifics. A thorough analysis of search queries and user behavior in the Israeli internet segment was conducted. Special attention was given to adapting the content to the local context and mentality. We involved native speakers with the appropriate professional background for the translations, which allowed us to preserve the naturalness and expertise of the content, which also helps in ranking.

To ensure maximum effectiveness of the localized versions, we also set up a separate analytics and monitoring system for the Hebrew-speaking segment. So, to put it simply, we had to repeat much of the work, but in a different language. However, this allows us to quickly track the position dynamics and make necessary adjustments to the promotion strategy and have more influence on local search results.

Results we achieved from SERM:

Lawyer 1:

The situation with the first lawyer was simpler because she initially ranked 8th in Google search results. However, this seriously undermined her clients’ and potential partners’ trust. The main goal of our work was to push this content as far as possible from the Top-10, making it less visible to users.

Negative article in search results before the start of reputation management work

Thanks to the implementation of a comprehensive SERM strategy, as described above:

• The negative article was pushed down to the 19th position in English-language search results, significantly reducing its visibility.
• The TOP-10 search results now contain only neutral or positive content, fully controlled by us.
• In local Hebrew-language search results, our websites occupied the TOP-3 positions, significantly improving the client’s perception among the target audience.

Negative article in search results after the start of reputation management work (English Language)

Negative article in search results after the start of reputation management work (Hebrew Language)

In Hebrew-language search results, the TOP-3 positions are occupied by the content we created. The search results are now completely neutral, with our sites dominating the TOP-3, and no negative articles appearing in search results.

Lawyer 2:

The situation with the second client was more complex: negative articles occupied the TOP-1 and TOP-2 positions in Google search results. The content of the articles was primarily focused on him, and the website hosting the articles had high authority (DR 77). This caused critical reputational damage and could have long-term negative consequences for the lawyer’s career. Given these risks, we applied a multi-layered approach to suppress harmful content.

Negative articles in search results before the start of reputation management work

Results Achieved:

• The negative content that was previously ranked in the first two positions was pushed down to the 9th and 12th positions.
• The search results became significantly cleaner, with controlled resources gaining priority in rankings.
• Work on Hebrew-language search results is ongoing, as one negative article still holds the first position.
• Editing the client’s Wikipedia page is planned to help strengthen their positive image in the long run.

Negative article in search results after the start of reputation management work (English Language)

We are seeing good results in English-language search results. The negative articles have been almost entirely pushed out of the TOP-10. A little more time is needed for the indexing of the links we have placed to fully remove the negative articles from the TOP-10.

Negative article in search results after the start of reputation management work (Hebrew Language)

Regarding Hebrew-language search results, one negative article still holds the TOP-1 position in search results. Since the site hosting it has strong authority, its removal may take more time and resources. However, we have already achieved significant success in ranking our sites and articles in search results. Further work will focus on improving their rankings and displacing the negative article. Additionally, we plan to use new, alternative methods to push the article out of Hebrew-language search results.

This case confirms the effectiveness of a strategic SERM approach for lawyers and attorneys. Success was achieved through careful planning, the creation of alternative content, and its strategic promotion. As we continue to refine the search results, we are confident that we can further strengthen our clients’ positive image and minimize any risks to their professional reputation.

Conclusions

Restoring a damaged online reputation is a long-term process that requires a strategic approach and creative solutions. It is crucial to manage your reputation proactively and respond to online negativity in a timely manner. Even after resolving reputation issues, continuous monitoring of name-related search queries on Google is necessary to prevent the reappearance of negative content in the TOP rankings.

In this case, we demonstrated that even in complex situations where traditional methods (such as DMCA complaints or legal demands) are not the best options, there are effective ways to manage online reputation. Through a comprehensive approach—including alternative content creation, smart SEO solutions, and link-building efforts—we successfully suppressed negative content and ensured a positive online image for our clients.

Luxeo has extensive experience in SERM for lawyers, attorneys, politicians, and other professionals whose reputation plays a critical role in their business success. Every case requires an individualized approach, and we know how to tailor a strategy to a client’s specific needs.

If your business faces similar challenges or you need professional help in reputation management, the Luxeo team is ready to develop a personalized strategy for your success.