Searchception
In the early days of the internet, there was a clear distinction between browsers and search engines. You opened a browser like Netscape or Internet Explorer to go to a website. If you didn’t know the address, you visited a search engine to find it. But somewhere along the way, that clarity was engineered out of existence.
Many people, but perhaps not readers of this blog, use Google to get to TripAdvisor. Or Bing to get to Expedia. They type the name of the website into a search bar—often at the top of their screen—and click the first result. It's fast, it feels normal, and for most people, it's how the web works. But this isn’t just a harmless UX choice. It’s a carefully crafted system that benefits the biggest tech companies while quietly eroding your agency.
Here at Mojeek, we are often contacted by new users who think Mojeek is a browser. But we are unlike most of our search competitors; we are a search company only. As we say and provide, it’s “No tracking. Just search”.
How the Confusion Began
When Google introduced Chrome in 2008, it came with a new feature: the omnibox. Previously they had separated the address bar (for URLs) and the search box. Then in an early tweak to Chrome they merged them. One input box for everything. Whether you typed “open.spotify.com” just "spotify", Chrome decides whether you will search or navigate.
On the surface, this made the web feel simpler. But it also turned every action into a potential search. Even when you know exactly where you want to go, you’re subtly nudged to go through Google first. That means more time is spent where they want you. Then more ads are served and more data is collected.
Microsoft followed suit. Edge, built on Chromium, uses the same omnibox model. And it goes deeper. For example, on Windows devices, Bing is deeply embedded into the taskbar, Start menu, and even file search. You’re never far from a search engine—even when you think you’re not using one.
Firefox hasn’t played this game (yet); you still have a separate search bar where you can retain your agency in search selection.
Searchception
We call this phenomenon searchception: the illusion created by the merging of browsers (and operating systems) with search engines, where every attempt to go somewhere online loops back into a search event. Events that can tracked, filtered, and monetised.
It’s a multi-pronged approach, as explained below.
Mechanism > How It Works > Why It Matters
Omnibox (Merged URL/Search Bar) > Treats URLs and search queries the same > You can’t use multiple search engines simultaneously.
Predictive Search > Suggests search terms over known URLs > Conditions users to think in search terms.
Default Engine Lock-In > Makes it hard to change or escape Google/Bing defaults > Reduces informed choice
Deep OS Integration > Search engines embedded in Windows/Android/iOS features > Normalises search as the primary navigation layer
Mobile Design Friction > Typing full URLs is harder than tapping predictive search > Encourages dependency on search suggestions
Visual Mimicry in Search Results > Search results styled to look like destination content > Blurs cognitive distinction between search and publishers
Lost Agency and Invisible Influence
The real cost of this is lost agency by the user. It enables external influence by the platforms and those they serve. Search should be the gateway to the web, not a way to wield power over you. Most search engines condition you to think of the internet as something you access through them.
That has consequences:
- You stop remembering URLs or bookmarking sites.
- You assume the first result is the best or only result.
- You become more reliant on a filtered, ad-driven version of the web.
- You become the product, as they say.
Reclaiming the Web
Is there any good news? Yes, there is. You can break the loop by:
- Using browsers with separate URL and search boxes
- Using the address bar intentionally. If you know the site, type and/or select the URL.
- Help others see the difference. Most people don’t realise what’s happening.
- Use !Bangs or Search Choices.
Searchception is cleverly designed. But once you spot the patterns, you can choose to step outside it, and rediscover the open web on your own terms.
