Do you think searching on Google merely in incognito mode actually keeps your searches private? Not really. No matter which search engines you use, your searches are never private unless you seek more secure alternatives.
When someone refers to search engines, you can safely assume they are talking about Google. As of June 2021 statistics, it attracts 95.08% of mobile search traffic worldwide. While the laptop/desktop share of Google stands at a slightly lower number being 87.32%, it is still the leading search engine there, too.
According to the industry estimates by the Internet Live Stats, Google handles almost 3.5 billion searches a day on average. And the number of people using the search giant daily comes to more or less 1.7 billion.
These stats show how dominant Google is in the market. Also, this hints at the potential treasure trove of data Google holds because, as you’d already know, it tracks your searches.
But that doesn’t make it the only search engine responsible for breaching users’ privacy. Rather, the relatively less popular tools like Yahoo, Bing, and others also practice the same money-making strategy, i.e., monetizing users’ data.
Precisely, all the top search engines like Google serve as data compilation tools for advertising companies helping them go on you with targeted ads.
Therefore, unless you use a secure search engine, your information ends up in the hand of a third party, and you (the user) becomes the product.
Hellbound and Down 
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