She's in the Attic
She's in the Attic

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Astrology

Reading the long cycles. What's actually changing in search, what isn't, and what the industry keeps mistaking for one when it's the other.

Latest

June 2026 Opinion

You moved the website but forgot the furniture.

On professional discourtesy, server migrations, and what actually gets left behind when someone moves your website without paying attention. 530 pages. 400 images. Two years.

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June 2026 You moved the website but forgot the furniture. Opinion June 2026 The migration checklist nobody gives you Practical Guide June 2026 A Little Less Greed Opinion June 2026 Bigmouth Strikes Again Opinion May 2026 WebMCP: Better Autofill With a W3C Draft (Revised) Technical May 2026 Tracking & Attributing AI in GA4 — Part 1 Guide May 2026 Who Tells the Robots What to Do? Opinion May 2026 Plus ça change, plus c'est la même chose. Small Business May 2026 Can't Know What You Don't Know Google May 2026 Disney Characters Do Exist Core Update April 2026 Work Is A Four Letter Word Opinion April 2026 Google is still the medium. The message is everywhere else. Data April 2026 Website migrations: millions of ways to do it wrong Migrations April 2026 The latest acronym doesn't mean sustainable growth or success. Industry

More observations added as things worth saying present themselves.
No filler, no hot takes for the sake of it.