Why You Should Consider Using a Search Engine Focused on Privacy

It's widely known that technology companies track us. How often have you searched for something online only to be bombarded with ads for the exact item or service? While this may seem harmless and maybe even helpful, privacy experts caution that tech giants such as Google, Microsoft, and Apple are gathering concerning amounts of personal data, including our financial, medical, political, and religious information.

This data could be exposed, hacked, shared with government agencies, or even used to sway our opinions. A 2019 Pew Research Center survey found that 81% of Americans believe the risks of data collection outweigh the benefits. Additionally, more than 60% of respondents feel it's impossible to avoid having their data collected by the government or corporations. Thankfully, there are steps we can take to safeguard our privacy, and one of the simplest actions is to use a privacy-oriented web browser or search engine.

A web browser is a software that allows you to browse the internet — visit websites, view multimedia content, and more. In 2021, Chrome was the leading web browser, capturing 64 percent of the global market share, followed by Safari with 19 percent, Firefox at 3.3 percent, and Edge at 3.2 percent. All browsers, however, rely on search engines like Google, Bing, or Yahoo! to perform web searches.

When you purchase a new laptop, tablet, or smartphone, you generally don’t need to choose a web browser, as most devices come with one pre-installed. Apple devices come with Safari, while most Android devices default to Chrome. While these widely-used browsers do offer some privacy features, such as Chrome's Incognito mode, these features are limited, according to Robert Beens, co-founder and CEO of Startpage, a private search engine offering anonymous browsing. (Full disclosure: Mytour's parent company System1 is an investor in Startpage.)

For example, using "incognito" or "privacy" mode mainly prevents others who may use your device from seeing your web activity. However, the browser itself still tracks and records all identifying information about your searches. As Robert Beens puts it, "Privacy modes are great for marketing, but they don’t offer much in terms of privacy. That’s the reality."

Why Private Browsers and Search Engines Are Better

One solution is to switch to a browser that prioritizes privacy. Making the switch is quick and easy. Mozilla’s Firefox, for instance, doesn’t store your browsing history or logins, includes ad-blockers, has an invisible shield that blocks certain trackers, and provides a browser extension that makes it harder for Facebook to track your activities online. Other reputable privacy-centric browsers include Vivaldi, Tor, Brave, DuckDuckGo, and Waterfox (Full disclosure: The Waterfox browser is owned by Mytour's parent company, System1).

Beens claims that his company, Startpage, provides the most secure internet experience by delivering Google search results with privacy, thanks to a special collaboration with Google. Here's how it works: When you perform a search on Startpage, it removes all identifying information before sending an anonymous query to Google. Google processes the search and returns the results to Startpage, which then passes them on to you. Throughout the process, Startpage does not store or sell your search history or set cookies, and it ensures third parties cannot track you.

In addition to safeguarding your privacy, private search engines like Startpage ensure you receive unbiased search results, according to Beens. This is a critical concept to grasp. Nowadays, the more a search engine learns about you, the more it tailors the results to your personal preferences. For instance, Beens says that if he types "Egypt" into Google’s search bar, he might be shown more information about diving spots in the Red Sea because Google knows he’s interested in diving. On the other hand, someone with an interest in politics might receive news about Egypt’s political matters.

"Search results are not always true search results," says Beens. "Search engines often trap you in a bubble. To escape that bubble, you need to use a search engine that provides completely unbiased results."

Of course, there are limitations to what private browsers or search engines can do. They cannot protect you on sites where you log in, as logging in reveals your personal details. Some private browsers may also be slower due to their added privacy features. Additionally, search engines that conduct their own searches — unlike Startpage, which leverages Google's massive search power — may struggle to find highly specific information. Ultimately, Beens emphasizes, it’s all about awareness.

Today, internet privacy isn't just about protecting passwords and avoiding ads; it's also about becoming aware of manipulation. Beens explains that tech companies aim to keep you within their platforms and ecosystems for as long as possible. They do this by putting you into an echo chamber where you are repeatedly exposed to the same content. This repetitive exposure can reinforce your beliefs, contributing to the increasing polarization we’re seeing in the U.S. and globally.

"Internet privacy matters far more than simply drawing the curtains at night," he states.