Case Study:
Internet Trolling
& Fake Reviews

Beauty Therapist, Lanarkshire

Online trolls leaving fake reviews

The client’s Facebook page has fallen victim to a campaign of online trolling. As FB is the only gateway to the online booking functionality, potential customers were deterred and bookings dropped 72%.


Brand Assessment

Google review score of 4.9 (17 reviews)
Facebook review score of 3.8 (28 reviews)

Google Dominance on First Page

2/10 owned
6/10 review pages with outdated information
2/10 irrelevant


Negative Content Removal Strategy

Worked with Facebook to remove negative reviews and moderated comments.

Google Search Results Dominance Strategy

  • Broadening digital footprint from FB only to wider online presence
  • Salon Website with booking functionality and testimonials
  • Personal Website for Beauty Therapist to create credibility and showcase certifications
  • Claiming profiles and updating backlinks on review and recommendation websites
  • Additional website for a newly formed (informal) partnership with other local service providers offering packages for bridal parties and special occasions
Media & PR
  • Regular column in regional online publication about upcoming trends in beauty and styling
  • Links between aligned service providers in the area