Seth Godin wrote The Dip about the scary transition period when you really need to re-engineer something fundamental about life or business, and in the transition, your day-to-day results are almost certain to be worse for a time, before you (ideally) ultimately re-emerge on a higher plane. There is no more literal view of that ‘Dip’ than when you watch the search referral graph in your Analytics following a move to a new company name or URL.

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