Google is the world’s most popular search engine. In fact, Google has 4.3 billion users worldwide meaning the platform receives roughly 92.2% of all search traffic online.
While Google can deliver very good results, its main goal is to collect users’ data which it then sells to advertising companies to make a profit. Google’s search engine and browser (Chrome) track all of your searches and other online activities including:
Privacy statistics reveal that 79% of Americans are concerned about the protection of their personal information and 53% are more worried about digital privacy now compared to last year.
In Europe, 41% of internet users do not want private companies accessing their personal information and 30% worry about businesses collecting personal data without their knowledge.
Traditional search engines track all of your activity on the internet to build a profile based on your search history, buying preferences, location, and more. They then make a lot of money selling your personal information to advertisers and third-party companies.
Many people feel uncomfortable knowing that companies are secretly stealing their personal information and selling it online. There are two simple solutions to improve search engine privacy: turn on private browsing mode or use a private search engine.
Many popular search engines come with a built-in privacy mode that enables private browsing. Turning on private browsing in your ordinary browser - also known as incognito mode in Chrome - means your device won’t store your browsing data.
Private browsing mode offers some protection, but your browsing is not completely private and the websites you visit will still track you online. If you are concerned about search engine privacy, we recommend using a private search engine.
Private search engines offer a more data secure alternative to traditional search engines and private browsing mode.
A private search engine will not store your personal data or track your browsing behavior on the internet. They don’t collect your search information and will maintain your privacy when browsing the web.
Most private search engines work in the exact same way as other search engines, except they don't collect or store your personal information.
Traditional search engines try to collect as much data about you as possible while you’re using the internet. Whereas, a private search engine will not collect any of your personal information.
For that reason, using a private search engine will improve your digital privacy and keep your data private.
When you use a private search engine, people won’t be able to see your browsing history or access your personal data. Search engine privacy is especially important if you share a device like a computer or a laptop with other people.
Many search engines track your browsing behavior and then use this data to manipulate your search results based on your past searches. For instance, one study found that airlines may increase prices if you keep searching for the same flight on a non-private web browser.
When you use a private search engine, you will get unbiased search results that are not based on your browsing history and other online activity influences.
Regular search engines track your online activity and sell your personal data to advertisers. Companies use this data to show you targeted ads which can be intrusive and annoying. In a recent survey, 51% of users said targeted advertising is an inappropriate use of personal data.
A private search engine won’t show you personalized ads or any marketing content based on your search or browsing history.
There is a wide variety of private search engines available, but they don’t all offer the same level of protection or user experience.
According to experts at Comparitech, the best search engine for privacy:
Ghostery Glow is a private search engine that does not log your search history. This means you get served unbiased results, not results that are filtered by the likelihood you’ll click on them. Ghostery Glow also provides insights about trackers on web pages to be visited to improve transparency.
You can have complete peace of mind knowing that Ghostery does not alter your search results or sell your personal data to third-party companies.
Ghostery Glow is built into Ghostery Dawn, part of the complete Ghostery Privacy Suite. It is also available as a browser extension in both Firefox and Chrome.
There is both a paid and free version of Ghostery Glow. Both versions are private, but with a Ghostery paid subscription, Glow is also ad-free.
“Ghostery brings strong design and protection together into a smart package that does a good job blocking ads and provides enormous insight into what is tracking you and how. We were also impressed that it earned a perfect score from adblocker-tester and did a good job blocking trackers.” - PCMag
"Ghostery is a small extension, designed to make you invisible to advertisers as you search the web, without slowing down your browser. It comes with a suite of privacy tools designed to anonymise your presence online and dig deeper into useful analytics.” - Independent
“Ghostery makes browsing the web safer and simpler. It both prevents overbearing or annoying ads from covering your screen and also offers a way of transparency and protection against the parts of the internet that are looking back at you” - Jared Holt, researcher, reporter
Search engines play a key role in online tracking. Companies track your search queries and browsing history to learn about your online behaviors and influence your search results.
Our new Trackers Preview wheel is displayed on search engine results pages and helps you identify tracker heavily-loaded websites before you visit them. This creates even more transparency and gives you more control over your digital privacy when browsing the internet.
Check out our recent blog post if you want to find out more about our new Trackers Preview feature.
There is a common misconception that you won’t see any ads when using a private search engine. You should be aware that private search engines still serve ads, but they are much less intrusive as they are only displayed in the context of relevant search results.
To pay their bills and fulfill their mission, private search engines need to earn money, one way being by displaying a few private sponsored links.
The difference is that these are made in a natural context and not personalized. Any ads you see on a private search engine will be based solely on your current search query, not on your demographic data or past browsing behaviors.
You can read Ghostery’s manifesto if you want more information on this.
Using a private search engine like Ghostery Glow is one of the best ways to protect your digital identity, but there are extra steps you can take to enhance your search privacy.
Popular search engines like Google deliver accurate and reliable results. However, you should be aware that search engines make a profit by selling your personal data to advertisers and other third-party companies.
If you are concerned about search engine privacy, we recommend using a private search engine that will not store your personal data or track your browsing behaviors on the internet.
Download the Ghostery Privacy Suite if you want to prevent tracking, block annoying ads, and maintain the highest privacy protection when using the internet.