Since the site redesign, Less Wrong's ranking for rationality has gotten worse. The day it went live, the main page was showing as the first result on Page 2.
Back links haven't changed. If I had to guess its because the main page now has largely static content.
I've just noticed when searching for "rationality" with Google, HP:MoR is the second hit. Wikipedia is top, which is both good and expected - but I was suprised to see HP:MoR so high up.
I think it's a good thing, anyone looking for info about rationality seems likly to be suprised by Harry Potter being mentioend, and then have a look at it.
The first mention of Less Wrong is on the second page of results, but I wouldn't expect "Less Wrong" to be as attention grabbing as "Harry Potter" when you've just searched for "rationality"