The problem
When a patient Googles your name, Google does not distinguish between a ten-year-old news article and your current professional standing. AHPRA findings, HCCC investigation outcomes, media coverage of complaints, and negative patient reviews can dominate your search results for years, even after conditions are lifted or complaints are dismissed.
77% of patients search online before booking an appointment. 40% will cancel based on what they find. For doctors, negative search results are not just a reputation problem. They are a referral problem, a revenue problem, and a wellbeing problem.
What appears in your search results
If you have been the subject of a regulatory process, your Google results may include:
- AHPRA register notations — conditions on registration, reprimands, tribunal outcomes, and undertakings published on the national register at ahpra.gov.au
- HCCC investigation outcomes — prosecution results and prohibition orders published on hccc.nsw.gov.au (for NSW practitioners)
- Media coverage — news articles from major outlets reporting on complaints, investigations, or disciplinary actions
- Law firm blogs — commentary and case analysis published by health law firms
- Patient reviews — negative reviews on Google, RateMDs, Whitecoat, and HealthShare
Each of these sits on a high-authority domain. Google ranks them above your own website, your LinkedIn profile, and your hospital bio page because these domains have more authority in Google's eyes.
What does not work
Trying to get articles removed. News outlets will not take down accurate reporting. Government bodies (AHPRA, HCCC) publish decisions as a public safety mandate. Google's "Results About You" tool does not cover news articles or regulatory decisions.
Threatening legal action. Defamation threats against media organisations are expensive, slow, and frequently unsuccessful. Worse, they can generate additional coverage.
Ignoring it. Google does not forget. Without intervention, negative results will continue to rank for your name indefinitely.
What we do
We build a comprehensive digital presence that gives Google better content to rank for your name. This is not about hiding the truth. It is about ensuring your search results reflect your full career, not a single negative event.
Our approach for doctors includes:
- Professional website built with proper SEO, structured data, and your name in the domain
- LinkedIn optimisation — complete profile, regular publishing, engagement strategy
- Content strategy — thought leadership articles published on high-authority platforms (Medium, Substack, professional publications)
- Medical directory profiles — claiming and completing profiles on HealthShare, Whitecoat, HotDoc, and other high-authority medical directories
- Hospital and practice listings — ensuring your institutional profiles are complete and ranking
- Google Business Profile management (within AHPRA advertising guidelines)
- Ongoing monitoring — tracking your search results fortnightly and responding to changes
Everything we do complies with AHPRA's advertising guidelines. No patient testimonials, no claims of superiority, no treatment guarantees.
Typical timeline
| Phase | Timeframe | What happens |
|---|---|---|
| Foundation | Weeks 1-4 | Profiles created, first content published, new results appear on pages 2-3 |
| Momentum | Weeks 4-8 | Positive content starts appearing on page 1 (positions 7-10) |
| Displacement | Weeks 8-16 | Negative results begin moving down, page 1 shifts |
| Consolidation | Months 4-6 | Most negative results pushed to page 2 where fewer than 5% of searchers look |
Government domain results (AHPRA, HCCC) are the hardest to displace and may take 6-12 months of sustained effort. We are upfront about that.
Confidential, no-obligation assessment
We start with a free search audit: a clear picture of your current Google results, what is ranking, and what it would take to shift them. No pressure, no sales pitch. Just an honest assessment from someone who understands the medical profession.
Contact: clare@narrativedigital.com.au
Frequently Asked Questions
Does an AHPRA complaint show up on Google?
Yes. AHPRA publishes tribunal decisions, conditions on registration, reprimands, and undertakings on the national register. This register is indexed by Google and can appear on page one when someone searches your name. AHPRA media releases and subsequent news coverage create additional search results.
Can patients see AHPRA complaints?
Patients can see the outcome of any complaint that resulted in a public notation on your registration. They can also see any media coverage generated by the complaint process. The complaint itself is confidential during investigation, but published outcomes and conditions are visible to anyone.
Can you remove an AHPRA finding from Google?
No. AHPRA is a government body fulfilling a public safety mandate. Their published decisions cannot be removed. However, they can be suppressed by building enough positive, authoritative content to push them lower in search results.
Do HCCC investigation results appear on Google?
Yes. The Health Care Complaints Commission publishes investigation outcomes, prosecution results, and prohibition orders on hccc.nsw.gov.au. These are indexed by Google and rank highly because government domains have strong authority.
How long does it take to fix a doctor's search results?
Meaningful improvement typically takes 3-6 months. Government domain results (AHPRA, HCCC) are the hardest to displace and may take 6-12 months. The timeline depends on the number of negative results, their domain authority, and your existing online presence.
Is online reputation management compliant with AHPRA advertising guidelines?
Yes. Our approach focuses on building genuine professional content (thought leadership, educational articles, professional profiles) rather than advertising. We do not use patient testimonials, claims of superiority, or treatment guarantees.