I’m testing the privacy-oriented DuckDuckGo for some time now and I have pleasant experiencesI tested this out a few weeks back - I liked that it didnt track my data, but in the end I was lured back to Google - it just seemed to give better results (probably due to all the data it has on me!)
Sometimes I get frustrated that Google has such a monopoly and have so much data on me - I tried to go Google free awhile back and tried other products but in general they arent as good! Maps is a good example - most competitors are streets behind (no pun intended :P)
Incognito is a good option especially if you are booking things online and dont want sites to track what you are searching for