Case study · Cosmetic surgery · KPHB, Hyderabad
Medini Cosmetic Surgery: Recovering a Hacked Clinic Website
Medini Cosmetic Surgery Center in KPHB, Kukatpally, Hyderabad, rebuilt its search visibility after a November 2022 hack created around 3.6 lakh spam URLs. Spam was brought down to about 3k, with clean-up still continuing, and Google Search Console showed 921 clicks in the last 28 days of 2024 against 78 in the same 28 days of 2023, while Google Ads and Meta Ads kept enquiries coming.
This work was delivered by our team at Brolly Agency, Dr Rise's sister company, which has worked with the clinic since mid-2021.
Client
Medini Cosmetic Surgery Center (Dr M Shridharan)
Location
KPHB, Kukatpally, Hyderabad
Services
Website, content, SEO, local SEO, Google Ads, Meta Ads
Evidence
Google Search Console, Google Business Profile, Ubersuggest (2023–2024)
Results at a glance
What the numbers show
3.6 lakh → 3k
Spam URLs after the 2022 hack; clean-up continuing
921 vs 78
Clicks, last 28 days of 2024 vs 2023
4.73K vs 1.35K
Clicks, last six months vs previous six months
366
Google Business Profile interactions, April–June 2024
Figures come from Google Search Console and Google Business Profile, plus a third-party Ubersuggest traffic estimate; search performance varies and no agency can promise rankings.
The challenge
What problems did the clinic need solved?
Dr M Shridharan approached the team in mid-2021 for digital marketing training and services for a clinic offering procedures such as liposuction, rhinoplasty, gynaecomastia surgery and tummy tuck.
A website patients could use
The clinic needed a clear, mobile-friendly WordPress website with a separate page for each surgery, so a patient researching one procedure could find it quickly and contact the clinic without friction.
Surgery pages that rank in Hyderabad
The plan was to build each surgery page around researched keywords and rank them within 8–12 months through SEO, with Meta lead ads and Google text ads running alongside on agreed budgets.
A hack that flooded the site
Hackers broke into the website in November 2022 and generated around 3.6 lakh spam URLs, most of them pointed at the homepage. For a while the clinic feared the domain itself could not be saved.
Our approach
How was the clinic's website rebuilt and recovered?
After a business analysis of the cosmetic surgery market, the team combined website, content, SEO and paid media so that each channel supported the others.
1
Rebuild on WordPress
The site was redesigned with a dedicated page for every surgery and a blog, made responsive across devices, and given a WhatsApp button and call-back forms so visitors could ask a question from any page.
2
Original, keyword-led content
Every surgery page started from keyword research and was written by people, then run through a plagiarism check, instead of being generated by AI. That helped search engines understand each procedure and reduced the risk of losing ground in Google's core updates.
3
White-hat SEO
Every surgery page received on-page optimisation, new URLs were submitted for indexing, and off-page work focused on earning good-quality links. Before the hack, target keywords were ranking within Google's first ten to twenty positions and bringing in leads.
4
Hacked-site clean-up
After the November 2022 hack, the team worked steadily to remove spam URLs, stabilise the site and return it to a clean, live state. Around 3.6 lakh spam URLs have been reduced to about 3k, and removal is still continuing.
5
Google Ads as a safety net
Surgery-wise text ads targeted Hyderabad by location, age group, gender and keywords chosen on search volume. While organic traffic was hit by the spam, these ads continued to bring the clinic enquiries.
6
Meta Ads and local SEO
The team first studied competing clinics' profiles and ads, then ran Facebook and Instagram campaigns for individual surgeries, targeted by location, age, gender and interests. Alongside this, the Google Business Profile was tuned for local searches around KPHB and Kukatpally.
Results
What did the recovery data show?
- Spam URLs created by the November 2022 hack fell from around 3.6 lakh to about 3k, the site was brought back live, and clean-up is still continuing.
- In the last 28 days of 2024, the site earned 921 clicks and 84.3K impressions, against 78 clicks and 14.9K impressions in the same 28 days of 2023, with average position improving from 23.2 to 15.7.
- Over the last six months, the site earned 4.73K clicks and 477K impressions, against 1.35K clicks and 218K impressions in the previous six months, with average position moving from 22.1 to 18.3.
- Ubersuggest estimated 1,021 organic visitors a month across 1,425 organic keywords; this is a third-party estimate, not Search Console data.
- The Google Business Profile recorded 366 interactions between April and June 2024.
- Google Ads continued to generate leads while organic traffic recovered; no lead count is published for this period.
Sources: Google Search Console (28-day and six-month comparisons), Google Business Profile (April–June 2024) and Ubersuggest (estimate, February 2023 to May 2024). No treatment outcomes or patient numbers are claimed, and results vary.
Google Search Console comparison: 921 clicks and 84.3K impressions in the last 28 days (2024) against 78 clicks and 14.9K impressions in the same period of 2023; average CTR 1.1% vs 0.5%, average position 15.7 vs 23.2.
Google Search Console six-month comparison: 4.73K clicks and 477K impressions in the last six months against 1.35K clicks and 218K impressions in the previous six; average CTR 1% vs 0.6%, average position 18.3 vs 22.1.
Ubersuggest estimate of organic monthly traffic from February 2023 to May 2024, rising to 1,021 organic visitors per month (a third-party estimate, not Search Console data).
Google Business Profile performance for April–June 2024, showing 366 Business Profile interactions.
What we learned
What can other clinics learn from Medini's recovery?
Security is part of SEO
One hack can bury years of ranking work under spam. Keep WordPress, themes and plugins updated, keep off-site backups, and watch Search Console for sudden jumps in the number of indexed pages.
Paid search protects enquiries
When organic traffic dipped, surgery-specific Google Ads kept enquiries coming. Running search ads alongside SEO means a clinic's flow of enquiries does not depend on a single channel.
Original content gives a clean base
Human-written, plagiarism-checked surgery pages gave the site something solid to recover on after the hack, rather than thin copy that Google's core updates tend to push down.
Local profiles keep paying back
Patients search close to home. A well-maintained Google Business Profile for KPHB and Kukatpally kept the clinic visible for local searches, recording 366 interactions in April–June 2024.
Your clinic next
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FAQ
Questions about this case study
How do you recover a hacked clinic website with lakhs of spam URLs?
Clean-up starts with deleting the injected spam, closing the security gap and stabilising the site, then letting Google re-crawl the clean pages. At Medini Cosmetic Surgery, steady work brought around 3.6 lakh spam URLs down to about 3k, and removal is still going on. Expect many months of persistence rather than a one-step fix.
Can Google Ads keep enquiries coming while SEO recovers?
Yes. Search ads appear for high-intent searches whatever a site's organic rankings are. For this clinic, surgery-specific text ads targeting Hyderabad continued to generate leads while the spam was being cleared. Ads must still follow Google's healthcare policies and NMC norms, and results vary.
How long before SEO works for a cosmetic surgery clinic?
Expect months rather than weeks. Medini's plan aimed to rank surgery pages within 8–12 months, and real timelines depend on competition, website health and content quality. A free audit gives a realistic view for your own clinic; nobody can honestly promise a ranking or a date.
How should a cosmetic surgery clinic advertise responsibly?
Keep every claim factual and educational. Explain procedures, risks and recovery plainly, avoid promised results or "100% safe" language, use patient images only with written consent, handle enquiry data in line with the DPDP Act 2023, and check current NMC guidance and platform health policies before ads go live.
How can I protect my clinic website from hacking?
Update WordPress, your theme and every plugin promptly, delete plugins you no longer use, give each login a strong unique password with two-factor authentication, store backups off the server and check Search Console for sudden jumps in indexed pages. Catching an attack early is far cheaper than removing lakhs of spam URLs afterwards.
Can Dr Rise audit my clinic website for spam or security issues?
Yes. The free Dr Rise audit for Hyderabad clinics checks indexing, spam URLs, rankings, Google Business Profile and enquiry paths, whether you are in KPHB, Kukatpally, Jubilee Hills or Hitech City. You receive the highest-impact fixes first. Call or WhatsApp +91 78425 02226 to book it.
Want a plan like this for your clinic?
Start with a free audit of your Google presence, website and ads. We will show you the first three things we would fix.