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SEOs before and after Google Updates

My theory on why Google quietly killed the inurl: operator. Vibe coders ship fast but don't think about security. Their apps work — but rules/*.md, .env, config.ini files are wide open. API keys. DB passwords. Just sitting there. And inurl: was a neat way to find them. Combine that with SEOs using it for grey-hat tactics, and Google had two good reasons to pull the plug.

At some point I needed to collect event data and keep it updated regularly. So I decided to build an agent that does it for me: - Scrapes event listings and parses the content - Sends the aggregated content to an LLM for deduplication - Searches the web for the events' official websites - Visits each site to extract details - Collects logos separately - Then structures and stores everything Sounds cool, but there are a lot of caveats. This is where I truly understood why search engines need structured markup — and why search algorithms aren't perfect. The main problems: 1. Websites block access or serve content via JS. You need pretty advanced crawlers to access all the content across different sites. That gets expensive resource-wise. 2. Event names sometimes match the names of completely different entities. As a result, the LLM picks the wrong site as the "official" one. To make it work correctly, you have to search for the event using 2–3 different queries, visit several sites, and evaluate each one against a set of criteria to confirm it's actually what you're looking for. 3. Some events don't have a website at all — tickets are sold through aggregators or listing platforms. 4. Organizers rarely structure the information on their sites. Even humans struggle to figure out the exact dates, whether it's a casual meetup or a full conference, who the organizer is, and so on. LLMs get confused too and often hallucinate due to the lack of clear information. 5. A missing price gets interpreted as a free event. In reality, the organizers have just announced the event and haven't published pricing yet. So paid events end up classified as free. 6. Many events have no logo — just a cover image or banner. The LLM goes looking for og:image as a reliable source of the event's visual identity. But what's there is often not what you'd expect, or the OG tags don't exist at all. You also need image recognition and have to go through several candidates to find something relevant to the event. A human would do this faster. And there's a whole pile of other quirks that search algorithms have been dealing with for ages. Meanwhile, all it would take is to: - Make your content accessible - Structure your text content and avoid ambiguity - Use data markup — Schema and OpenGraph - Pick a proper, unique brand name instead of a generic one - Make sure all of this actually keeps working Hopefully this post is useful not only to event organizers.

It looks like Google has deprecated the inurl: operator. It no longer works for me. @rustybrick is it new?

Nice catch from Lily Ray! The future of SEO isn't just about keywords anymore - it's about building trust through authentic influencer partnerships and real human expertise.

@gaganghotra_ take a look )