Mysql – Replace String within Serialized data

Simple this one. Create a staging table with the same columns as your main table. No indexes on the staging table please as this will slow it down. Insert your rows into the staging table via .NET as normal. Then run:

BEGIN TRAN
INSERT INTO main_table (cols here)
    SELECT cols here from staging_table
TRUNCATE TABLE staging_table
COMMIT

You can still run that SQL inline via .net, or simply use a stored proc. Either way, the insert into the main table will be in a SINGLE insert, rather than .nets single insert for each row (RBAR). As the above method will insert data into the main table in one go, the indexes are updated once. We use this to great effect in our warehousing databases.

As your inserting a lot of data into the main_table, an alternative is to drop all the indexes on the main_table, insert your data, then re-create the indexes. This too is a very efficient (read fast) way.

REPLACE does not play with wildcards that way. I think you meant:

UPDATE [table] 
  SET [column] = REPLACE([column],'TLD.com','TLD.org')
  WHERE [column] LIKE '%TLD.com%';

You have no WHERE clause, so it tried to update 618 rows, but it did not find any instances of %TLD.com% in that column. To see which rows should be affected, run a SELECT instead:

SELECT [column], REPLACE([column], 'TLD.com', 'TLD.org') AS new_value
  FROM [table]
  WHERE [column] LIKE '%TLD.com%';