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Zurich, Zurich, Switzerland
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Gary Illyes shared thisMaking a slide deck about the history of search made me realize I'm old. And I like it. I've been on the web long enough to witness its absolute peaks (Archie, Gopher, manual Boolean operators) and its absolute lowest (that goat-related horror that rhymes with footsie). SEO dies every year, the open web dies every 5 years, Google dies every... 10 years? Nothing changes, yet everything changes, all the time, everywhere. The UI evolves, the panic stays the same, and the underlying job remains finding actual value in the noise. Just differently. Anyway, the next couple weeks I'll be in Seoul for Search SEOul, in Tokyo for an event by Kenichi Suzuki, and finally in Shenzhen for Shenzhen SEO. If you're at any of those events, let's have coffee.
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Gary Illyes shared thisIf you're wondering what *proper* escaping is in JSON, I have good news for you! It's very, very well defined in RFC 8259, specifically section 7 https://lnkd.in/emTf2Vm4Gary Illyes shared thisTo bring our parser up to JSON and other standards, we changed our JSON-LD extraction and are now only applying a single pass of HTML unescaping. Practically speaking, this means that double-escaped entities (like & or ✔) will no longer be unrolled. If you're using JSON-LD for structured data, be sure to update your code to standard JSON escapes or Unicode hexadecimal escapes (like \u0026).
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Gary Illyes shared thisI figured out why people were pinging me about more exotic HTTP verbs the past few weeks: HTTP has a new method called QUERY. We generally pick between two trade-offs when developing for the internets: - use GET, which packs every parameter into the URL string. It is safe and cacheable, but URLs break when search filters grow complex, or - use POST, which accepts a request body of any size, but intermediaries do not cache it by default. QUERY combines the missing pieces. It is safe, idempotent (which is a word I learned from Martin but have no idea what it means), and cacheable like GET, while sending a structured payload body like POST. Why care? Because faceted navigation and heavy search filters, that's why. Instead of generating ridiculous query strings or using ugly POST routes that break edge/CDN caching and sometimes crawlability, servers can process rich filter payloads cleanly. So are we there yet? Widespread adoption will take time. Web servers, CDNs, reverse proxies, and browsers must update their networking stacks first over the next couple of years. Even HTML has to get an update first, not to mention CORS. And yes, Google Search will support it eventually as the ecosystem catches up. Till then, keep your regular URLs tidy.
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Gary Illyes posted thisFor some reason I got a few questions the past few weeks about whether Google's crawlers send HTTP requests other than GET and POST. The short answer is yes, they do, but HEAD, OPTIONS, PUT, PATCH, and DELETE account for less than 1.5% of the total number of requests all Google's crawlers send. And why do we send these types of HTTP requests? JavaScript, that's why. Basically it seems that some javascript nonsense is initiating these requests and rendering does its rendering things.
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Gary Illyes posted thisAI agents and LLMs in general would have had an easy life on Web 1.0. Reading through a bunch of LinkedIn posts about what you "need" to do for LLMs and LLM enhanced automations that can handle ambiguity (which ai agents are and I'll die on that hill), if sites used relatively good HTML and no JavaScript (or SSR), both base model training, and web and agentic RAG would be a piece of cake from raw data processing perspective.
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Gary Illyes shared thisI need more feedback on the internet draft "A JSON-Based Format for Publishing IP Ranges of Automated HTTP Clients (JAFAR)." The draft proposes a standard for how automated clients publish their IP address ranges. It aims to help website operators manage allow-lists more efficiently. It's very similar to the current formats used for distributing IP address ranges, but with additional metadata. If you consume files like Google's common-crawlers.json to manage firewalls or bot traffic, your feedback is useful. I want to ensure the draft works for real-world infrastructure requirements. Please review the document and share your thoughts on GitHub. Please and thank you. Read the draft: https://lnkd.in/esDVg7Af File feedback: https://lnkd.in/eTF8UKWw #IETF #JAFAR #WebCrawling #SRE #DevOps #BotManagement
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Gary Illyes shared thisFriday rant: GoDaddy, or their secureservers·net routing domain, doesn't seem to like post-quantum SSL handshakes, likely because the ClientHello is utterly large. After dealing with an unpleasant number of timeouts when trying to access the cpanel console of a domain, finally I bit the bullet and tried to figure out why the timeouts, and more importantly, why only in Chrome. Turns out its security features are too much e GoDaddy, or that's my best working theory. There's a solution, but it's wild. https://lnkd.in/eupZN8ZF
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Gary Illyes shared thisFrom the podcast (link in comments) Hidden Brain: You 2.0: Stop Spiraling: "I remember when I was in middle school or high school, I was doing badly at math. And after a couple of tests where I did badly, the moment I encountered a problem that was difficult on the next math test, my mind said, well, of course, you're not gonna be able to solve this problem. You're not good at math.” Turns out it's likely all in your head; you can very likely do it. #motivationalgary?
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Gary Illyes shared thisIntriguing post from Fabrice Canel: How AI Search Is Changing the Way Conversions are Measured As someone who started out using Lycos and Altavista, I find the current search landscape challenging to grasp. Rationally I understand it: search is evolving to cater to a new generation of users whose behaviors and needs are wildly different from my own, but the change is hard to accept nonetheless. (https://lnkd.in/e7c4qTBc). One thing I know for sure however is that SEM and SEO will need to coevolve with search, just like it has the past 30 years (cos SEO is not dead https://lnkd.in/edgv72xY). "Instead of scrolling through lists of blue links, people now explore through conversations, ask follow-up questions, and build confidence long before they reach a website. This new path to conversion means brands and content owners must stop chasing clicks and focus on the signals that truly drive outcomes." https://lnkd.in/eT7eYz-2How AI Search Is Changing the Way Conversions are MeasuredHow AI Search Is Changing the Way Conversions are Measured
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Gary Illyes liked thisGary Illyes liked thisWhat did the "turbo" button on early 90s PCs do? The "Turbo" button on early 90s PCs was one of the most brilliant marketing lies in tech history. Pressing it didn’t make your computer go faster it intentionally slowed it down This counterintuitive button was a hardware solution to a software problem. The original IBM Personal Computer, released in 1981, used an Intel 8088 processor running at a clock speed of exactly 4.77 MHz. Early software developers, particularly game programmers, wrote their code assuming this precise speed. Although developers could have referenced the system's internal timer (such as BIOS INT 8), many programmers used the CPU's clock cycles for timing loops.[1] If a developer wanted a game character to walk across the screen in one second, they simply calculated how many clock cycles that would take at 4.77 MHz and hardcoded that timing into the software This practice became a major issue when faster processors like the 286, 386, and 486 hit the market. A game designed to be playable at 4.77 MHz would run twice as fast on an 8 MHz machine, and blisteringly fast on a 33 MHz system. Enemies would swarm too quickly to track, animations would blink rapidly, and on-screen text would vanish before anyone could read it To solve this compatibility crisis, hardware manufacturers introduced a toggle switch to artificially handicap the CPU. Pressing the button typically reduced the system's performance by halving the front-side bus speed or disabling the processor's internal cache. This brought the processing power roughly in line with the original 4.77 MHz IBM PC XT, making older software usable again The deceptive naming was a necessary psychological choice. Hardware makers knew consumers wouldn't buy a computer boasting a prominent "slow down" button on the front panel. Borrowing from automotive terminology, they framed the system's normal, maximum-speed state as the "turbo" mode. The standard procedure was to leave the turbo engaged for modern applications, and only disengage it when a user needed to run an older piece of software The button vanished by the mid-1990s during the Pentium era. As operating systems evolved and processors scaled to much higher speeds, software developers transitioned to using real-time system clocks for game timing rather than relying on raw CPU cycles, making the hardware toggle obsolete #TechHistory #ComputerHistory #Hardware #TechTrivia #Engineering
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Gary Illyes reacted on thisGary Illyes reacted on thisThere's been a lot of discussion this week about the implications of Anthropic watermarking output. Setting aside the obvious cognitive dissonance of companies rolling out AI products, encouraging/requiring users and employees to use them, then rolling out products as if to say "Gotcha! You're using them!" (And yes, I realize this actually has more to do with regulation of the AI labs than with catching users)... ...but also agreeing that there is way too much unoriginal, uninspiring, unnecessary content being pumped into ecosystems as a result of AI tools...I want to share some really good information on what the AI watermarking is and isn't, and how it works. The best explainer yet comes from James Padolsey at NOPE. It's brief, interactive, and on point. The key insight he shares is that "detection is private, probabilistic, and about processing, not authorship." (Links in comments, pics from his post, words above from my brain) #AI #Watermarking
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Gary Illyes reacted on thisGary Illyes reacted on thisYahooo! I will be holding a a lightning talk at Search Central Live Deep Dive Europe 2026, if you are around come and say hi, just look for pink hairs 🩷 😅
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Gary Illyes reacted on thisGary Illyes reacted on thisI’m honored and thrilled to have the opportunity to speak at a Google Search Central Live Deep Dive in Barcelona. I am pinching myself, this is a dream come true! There is still time to RSVP for the free event. This is the first time they are coming to Barcelona, so do not miss out. #scldd26 #GoogleBarcelona
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Gary Illyes reacted on thisGary Illyes reacted on thisExtremely excited (and slightly nervous) that I’ll be speaking at the Google Search Central Live Deep Dive in Barcelona! I’ve been invited to give a short talk on AI Search Measurement KPIs. Very much looking forward to be there, share my thoughts and connect with the community. Who else is going to be there? 🇪🇸 #searchcentrallive #scldd26
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Google Search: HTTPS ranking boost
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✨Vuyani Ndala
Focus… • 787 followers
1 September 2020, the email begins “Hey Werner, thank you for being so generous with your time. Zoppah is an ecommerce marketplace…” We were floored. I was building a custom marketplace when I met my business partners. They had just started their pilot on a hosted Wordpress. I took over technology and started a migration onto the AWS platform because it would allow us to scale. PHP is a resource guzzler, so I automated fine tuning EC2 instances down to the kernel. When we spun up an instance, a script setup the OS before the application started… But that didn’t save us from customer service demands. We were growing too fast. The infrastructure architecture moved from vertical scaling a single instance to horizontal scaling multiple and it still wasn’t enough. I optimised for redundancy, latency, availability, and throughout at the network, disk, memory and cpu level but our utilisation cost kept increasing. We were averaging $4500 monthly when that email went out, and we desperately needed assistance. The response came within a few hours. The Frugal Architect extended help in a few ways. He set up a meeting with a trusted ex-AWS Architect and friend to help us further optimise our setup. He set the wheels in motion internally to get us business assistance from the Cape Town office. I have personal experience that he lives Amazon’s responsiveness to customer needs.
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Sameer Bhardwaj
Layrs • 58K followers
You are in a system design interview at Google for the L5 Senior Engineer role, and the interviewer leans in and asks: “Why does Spotify keep playing when I drive into a tunnel with no signal, but YouTube Music often stops or buffers? If you were designing a music streaming system, what different design choices would lead to these two behaviors?” Here is how you break it down. Btw, if you’re preparing for system design/coding interviews, check out our mock interview tool. You can use it for free here: https://lnkd.in/gpCn7t2T We’ve added new features as well: -Company-specific interviews -In-built interview scheduler -performance insights & trends — Both apps look like simple music players. Under the hood, they are optimized for very different priorities. [1] Spotify style – Cache first, stream second Idea: The client behaves like a smart offline player that happens to stream. The backend is built to support aggressive prefetching. What happens when you hit play - Client requests the track from a CDN or edge node. - Instead of tiny chunks, it downloads a big buffer ahead of the playhead. - In parallel, it starts pre downloading the next few tracks in the queue. - Data is written to an encrypted cache on disk, not just memory. - Playback reads from that local cache, not directly from the network socket. What this means for tunnels and bad networks - When the network drops, the player already has tens of seconds or entire tracks cached. - Because the next one or two songs are already downloaded, you can be offline for a while and never notice. - Cold start cost is a bit higher. First play might take slightly longer, but then everything feels smooth. - It burns more local storage and possibly more data, because not every prefetched song will be listened to fully. In a design answer, you can mention - Local disk cache with eviction policies (LRU per user, per device). - Background prefetch of N upcoming tracks based on queue. - Download manager that adapts how aggressively it prefetches based on network quality and user settings. - CDN tuned for larger object delivery and range requests. - Explicit offline mode that pins playlists into cache. [2] YouTube Music style – Stream first, cache is minimal Idea: Treat audio like video streams. Cost and bandwidth are optimized first. When you hit play - Player requests audio (and sometimes video) via HLS or DASH-style chunks. - Each chunk is only a few seconds long. - Client keeps a small rolling buffer in memory, not a large queue on disk. - Prefetch of future songs is limited, because video tracks are large and expensive to fetch speculatively. What this means for tunnels and bad networks - If your connection dies, the player only has a few seconds of buffered data. - As soon as those chunks are consumed, playback stalls. - Startup can feel snappy and data usage is controlled, especially for casual listeners. - Works very well on stable networks, feels fragile in spotty coverage.
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Charles Lin
SoFi • 2K followers
What I learned about hidden complexity as a Software Engineer at Amazon Engineers, including me, love to build. We get excited about features we could add, new stacks we could try, and all the customers we will serve. That creative energy is a big part of why we love what we do. But here’s the trap: every new creation comes with a hidden price tag. - That extra service we spun up? It needs monitoring, on-call rotations, and upgrades. - That shiny library we added? It’ll break with the next version and someone has to fix it. - That feature you shipped quickly? It now has to be supported, documented, and debugged long after launch. At Amazon, we still support the first-generation Kindle from 2007. Let that sink in! An almost 20-year-old device still has systems and people behind it to keep things running. For each new product or service we build, we have to (or aim to) live with for the long term. In the moment, complexity feels like progress, but in the long run, it shows up as maintenance debt: More work for future teams, slower velocity, and higher risk. Good design isn’t about how much you can add. It’s about how much you can simplify while still meeting the constraints, and how prepared you are to live with it years down the road. 👉 What’s one “hidden complexity” you’ve seen come back to bite a project? --- Hello, I’m Charles, and I am committed to share my two cents on career-related topics for 100 consecutive days. In these uncertain times, I hope to support those facing layoffs or career challenges. Follow me, and let's navigate this together! (52/100) #SoftwareEngineering #SystemDesign #Leadership #CareerGrowth
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Dheepak Jayaraman
Meta • 4K followers
For those still skeptical about Meta’s custom silicon efforts, it’s worth looking at what’s actually happening under the hood. Meta’s MTIA (Meta Training & Inference Accelerator) program is already deployed at scale powering recommendation and ranking workloads across Facebook and Instagram. These are some of the largest inference systems on the planet. A few engineering realities: •Recommendation and ranking models dominate Meta’s inference traffic. Designing silicon specifically for these workloads dramatically improves performance per watt compared to general-purpose GPUs. • MTIA is built together with Meta’s software stack, models, and data-center infrastructure. When hardware, compiler, and models evolve together, the efficiency gains compound. • Meta is intentionally moving toward faster silicon cycles rather than betting everything on a single massive chip generation. Iteration speed matters in AI. Google → TPU AWS → Trainium / Inferentia Meta → MTIA At the scale Meta operates, owning parts of the silicon stack isn’t optional — it’s inevitable. Read more from this blog https://lnkd.in/gqskvcum #mtia #meta
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