Baidu (China), Yandex (Russia) – there are other players with other less invasive approach to your privacy. One of the most known is DuckDuckGo. Another, more German focused effort is Cliqz.
Instead of the Google approach of tracking users at every step and stage of the online interaction, DuckDuckGo tries to set itself apart by not profiling individual users and by gleaning its results from several hundred sources made up of its own crawlers, major search engines like Google, and other crowd-sourced results. This degree of separation provides benefits to both the user’s results and their privacy. It provides more open results by keeping the user from being locked into a self-customized bubble. It also protects user privacy by giving Google less granular data on its users and their activity.
So while we may use the term “Google” for all web browsing and search engines, we shouldn’t be afraid to go beyond Google. After all, it is only our privacy at stake.