Let me recommend this Corbett Report episode. It highlights the long term plans and intentions of Google. Granted, there is a fair probability that Google will be hammered for any number and things, and may well be changed dramatically or even removed from the scene. Still, this report indicates what Google’s management hopes to do, and how close they are to getting it done. There are alternatives; they may take getting used to, but it’s worth it to free yourself from very real efforts at mind control.
I recommend DuckDuckGo.