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Personalized or Private Search: Google vs. Duck Duck Go [Infographic by OptiLocal]

Nevyana Karakasheva
Personalized or Private Search: Google vs. Duck Duck Go [Infographic by OptiLocal]

“Internet Will Disappear!” That’s right, those are the exact words of Google Chairman Eric Schmidt. His main premise behind the quote, however, is that people will get used to the Internet to such an extent that we won’t even think about it as a fine commodity but as an inseparable part of our everyday life.

So today we’ve decided to ask the following question: in a reality where the predominant amount of your social interactions, work, education, entertainment and purchase activity is performed online, how important is your online privacy?

Don’t rush into answering that one. Let’s first check out the fine comparison that the OptiLocal team has drafted on two completely opposite in terms of company philosophy search engines. As you are most probably well-aware, the first subject of the comparison, Google, is mainly focusing on offering personalized results to its users.

Google tracks and stores information on its users. The data stored is then used to filter the search results that the given user will access. This improvised “filter bubble” not only limits one’s horizons but eventually has the power to shape up his opinion and that is a dreadful thing, especially when the user is not aware of the “forced influence.”

On the other hand, Duck Duck Go is a search engine that celebrates privacy. Its algorithm does not discriminate against its users’ interests, hobbies, past searches, purchases or any other historical data of online activities. Thus each user of the search engine is presented with the same search results for a given search query regardless of his specific location or online profile.

As the infographic unfolds, you’ll notice the good, the bad and the ugly side of each of the two extreme approaches: the search engine that tracks every move you make and the search engine that offers no personalization of its search results whatsoever.

Make your own judgment as to which search engine would best fit your needs. Note both Google and DDG’s main SERPs characteristics, transparency issues, advertising policies, and a lot more! This infographic illustrates how a “ring fight” between Google and Duck Duck Go would look like!

Would you consider switching browsers, or will you stick with the browser you use? Let us know in the comments.

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Nevyana Karakasheva is an SEO Specialist at OptiLocal, a digital marketing agency that focuses on Local SEO.
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