Why Your Google Ranking Might Dip After Launch — And Why It’s Not a Disaster
Let’s have an honest chat about SEO — the one topic that can make even the calmest business owner spiral into “WHY AM I NOT ON PAGE ONE ANYMORE?!” energy.
Between algorithm myths, outdated advice, and the chaos AI has added to the mix, it’s no wonder people feel confused about what actually matters for ranking on Google. So consider this your friendly, strategic, straight-talking guide to what’s normal, what’s not, and what’s absolutely worth celebrating.
If you just wrapped up a brand-new website with us and you’re noticing your ranking shifting… this is for you.
SEO Isn’t Magic — It’s Structure + Behaviour
There are two buckets of SEO:
1. What we set up for you during your website build
2. What you consistently do over time
Let’s start with the first.
On every custom MWD website, we include the SEO essentials that actually matter:
SEO page descriptions
A strategic site description
Proper H1 and header hierarchy
Keyword-aligned page structure
Clean, crawl-friendly site architecture
This is the foundational SEO every legitimate website needs. It’s not flashy, but it’s the stuff that actually moves the needle long-term.
The second bucket — the part you control — is where Google really forms an opinion about your site.
The Big Question: Why Did My Ranking Drop?
You’re not going to love the answer, but you’re definitely going to appreciate the honesty:
When you replace an old, messy, outdated website with a new one… your SEO will temporarily dip.
Not because anything is wrong.
Not because your website isn’t “optimized.”
Not because Google hates us.
It happens because Google needs time to:
Re-crawl your entire site
Re-index each page
Understand your content
Re-establish authority
Re-evaluate where you fit in search results
Your old site wasn’t ranking because it was good — it was ranking because it had been sitting on the internet for years. Google had history with it.
Once you replace the site, Google goes:
“Okay, new house… new layout… let me figure out what’s going on.”
And while Google is doing its thing?
Your ranking might wobble a little.
But this dip is temporary. And your new strategic website gives you a far better long-term chance at ranking well than your old DIY or outdated site ever could.
It’s like replacing a crumbling, mouldy shack with a custom-built home.
You just need the city inspector to come do their walkthrough before you get the keys.
What Actually Helps Your Ranking (Hint: It’s Not Daily Tweaks)
Google loves websites that provide value and stay relevant — but that does not mean you should edit your website constantly.
Here’s what genuinely helps:
1. Blogging (with actual substance)
Blogging is one of the biggest SEO superpowers you can control.
A well-written blog post does several things at once:
Signals freshness
Targets keywords naturally
Demonstrates expertise
Gives Google more content to crawl
Brings in new traffic
If you’re looking for a high-ROI SEO action?
This is it.
2. Updating what actually needs updating
Not random edits.
Not “just adding a few keywords.”
Not rewrites for the sake of feeling productive.
Google is smarter than that.
Good updates include:
Adding new portfolio pieces
Uploading new professional photos
Expanding your services
Adding team members
Updating outdated copy
These show growth, relevance, and accuracy — all things Google loves.
3. Keeping your site structurally clean
This is done during your build, but worth noting:
Clear navigation
Proper header hierarchy
Logical page structure
Fast loading times
Mobile-friendly layouts
All built into your MWD website from day one.
So What Does Help Your SEO After Launch?
If you’re wondering what to actually focus on — the things that genuinely move the needle and make Google happy — here are the big ones:
1. Blogging (consistently and with intention)
This is the #1 long-term SEO driver you control.
A strong blog post:
Adds fresh content
Targets real keywords naturally
Demonstrates expertise
Keeps your website “alive” in Google’s eyes
Brings in traffic for years
If you want one action that gives the best ROI?
It’s this.
2. Adding New Work to Your Portfolio
Any time you add new projects:
Google sees fresh, relevant content
You add new keywords and locations
You increase the depth of your website
It’s an easy, high-impact update.
3. Updating Photos
Google loves current imagery because it signals:
The business is active
The content is maintained
The page is up-to-date
Swap in your latest professional photos, brand imagery, or client work whenever you have something new to share.
4. Expanding or Refining Your Services
If you add new treatments, launch new offers, or refine your packages — update your website.
It gives Google more to work with and helps you show up for the right searches.
5. Being Active on Your Google Business Profile
Posting updates, adding photos, collecting reviews — Google sees all of it.
This is especially powerful for local businesses in:
Medical aesthetics
Wellness
Counselling
Interior design
Real estate
6. Promoting Your Website
Sharing your content across social media, newsletters, and directories increases traffic — which Google interprets as authority and relevance.
What NOT to Do (Unless You Want to Confuse Google)
Avoid these at all costs:
Tweaking your homepage every week “to help SEO”
Stuffing keywords like it’s 2008
Rewriting pages based on a random TikTok tip
Panicking and undoing all the work you just invested in
Expecting page-one rankings overnight
SEO is not the lottery.
It’s long-term, strategic, and patient — just like the businesses that win online.
What to Expect in the First 3 Months After Launch
Here’s the real timeline most people overlook:
Weeks 1–4:
Google is re-crawling and evaluating your new site.
Small dips or fluctuations are completely normal.
Weeks 4–12:
Your ranking starts to stabilize based on your new structure.
Month 3+ (the fun part):
With consistent blogging and occasional meaningful updates, your site’s SEO potential steadily rises.
Not guaranteed “skyrocket” results — just honest, sustainable growth based on the strong foundation we built together.
If Your Ranking Dropped and You’re Panicking — Read This Twice
Nothing is wrong.
Nothing is broken.
You did not mess up.
Your new website is not hurting your business.
This dip is part of the process.
And in almost every case, clients see significantly stronger SEO performance long-term once they commit to:
Blogging
Adding real updates
Promoting their site
Staying consistent
SEO isn’t instant gratification —
but it is one of the most powerful long-term levers for your business.
The Bottom Line
Your website wasn’t rebuilt to maintain your old ranking —
it was rebuilt to help you outperform it.
A temporary dip doesn’t mean failure.
It means Google is paying attention.
You now have a clean, strategic, high-performing site that’s built to grow with you — and with the right behaviours, your SEO will follow.
If you’re ever unsure what to do next (or what not to touch), we’re here to guide you without the jargon, panic, or false promises.
