Also emphasize that you don't need to load the google. Make it easy/obvious to search youtube/wikipedia/ebay etc from the address bar. The search engine sector is actually growing and most search engines are 'good enough' for many people There are privacy focused ones, and search engines that plant trees. 'Advertise' that other search engines exist (too many people are helpless without 'the google'!). Controversial: I watched The Social Network which said that every web search uses X amount of processing power/is bad for the environment: therefore if FF instructed people to go to instead of searching for facebook via google, it would be slightly better for the planet Provide search tips (we learned these in school, lost art?) eg how to use quotes or exclude certain words from results emphasize history instead of search results when typing in the address bar DuckDuckGo currently records over 20 million searches per day. It began in 2008, and has been growing rapidly ever since. If someone has heard of one private search engine, it is probably DuckDuckGo. Not sure how well this would work, BUT there are some things Firefox could do: When it comes to private search engines, DuckDuckGo is by far the most popular.

Search engines like duck duck go