Recently, top speakers from major search engines declared their approaches towards ensuring user privacy while surfing on search engines.

Ever since AOL exposed the search details of more than 650,000 users and consequently The New York Times successfully discovered the identity of one user, all major search engines comprehended the risk associated with the users privacy and what could, rather should, be done in order to stand out of the crowd.

Following are the steps taken by Google, Yahoo, Microsoft, and Ask.com to protect consumers privacy.

Google Inc. promulgated that it would have its cookies expire every two years (Earlier, this was scheduled in 2038). For the returning visitors (anyone who visits Google again within the time span of two years) the cookie expiration date will be extended another two years from the date of his last visit.

[Cookies: - Cookies are the text files downloaded onto a visitors computer hard drive to store the visitors actions in order to better customize their following visits. It usually includes a username and the current date and time. It works as an identifier which a search engine may use to associate a present visitor with their previous record with that company.]

Jim Cullinan of Yahoo Inc. reiterated the search engine major's plan to eliminate IP addresses portions of user details and any personally identifiable cookie IDs within 13 months. However, in case any user wants to retain the data for a longer period or when the company is required to retain it for law enforcement or legal processes, they would do that.

Microsoft has announced to permanently destroy all IP addresses and any details (that may identify the user in later period of time) after 18 months unless the users want them to be retained. They would however store the search term in a separate account that will not include any personal details of user.

Ask.com, in contrary to all other search engines, has declared that they would not retain the users search history at all if the user does not choose to, thereby allowing them to search and surf the web anonymously.

Microsoft and Ask also affirmed to work together in creating industry standards and guidelines. They told that other interested companies are also invited to join them in this voluntary endeavor to protecting user privacy.