Take Back the Web! A Practical Guide to Digital Independence

Ok, I don’t usually do a post like this, this site is usually around how to work with a technology or to get something done with it.

This time around it’s more of a starter pack on where to start if you want to take back some control over your online experience and privacy.

I’m no privacy expert, these are some steps I have taken to reduce the amount of data I give to big tech companies.

First though, preamble!

The problem

“Look at these suckers paying for email!” Yeah, I used to think like that too. When you’re using a “free” service, it feels like you’re gaming the system – getting something for nothing while others pay for premium features. But here’s the rub: these services aren’t free. You’re paying in a different currency – your personal data and your attention.

Chrome’s recent move to manifest v3 meaning ad blockers will cease to be as effective is the perfect example of how “free” services (like YouTube) eventually degrade so much that you end up paying for premium features.

Google search becoming less effective over time so you use it more and see more and more sponsored links.

“But I have nothing to hide”

Whenever privacy comes up in conversation, someone inevitably says, “I have nothing to hide.” But this misses the point entirely. Privacy isn’t about hiding dark secrets – it’s about maintaining control over your digital footprint.

Another common response is “they know everything about me already.” People don’t like change, I get it, but the “this is how I’ve always done it, why should I change?” is what big tech companies depend on.

Practical steps to digital independence

Here’s a few services I have been using with a high level overview of why I chose them. There’s other alternatives, some I mention, some I’m sure you’ll find out for yourself.

Email: Fastmail

After using Gmail for years, I made the switch to Fastmail in 2021. The killer feature? (for me) Masked emails. Integrated with 1Password, I can create a unique email address for every service I sign up for. When a service gets compromised or starts spamming, I can disable or delete that specific address without affecting my main email.

I did have a short stint with ProtonMail and Zoho mail, more on that in Why Fastmail over Proton Mail if you’re interested.

If you’re interested in Fastmail, I have an affiliate link, you can use to get a 10% discount on your first year and I get a $10 credit.

Analytics: Fathom

Google analytics, free yay! Well, what do you think they are doing with all that data they’re slurping up from your site’s users?

As a developer, I need analytics to understand how people use my websites. But that doesn’t mean I (or Google) need to track them across the web. Fathom Analytics provides the insights I need while respecting user privacy. No cookie banners required, no personal data collected. This site uses Fathom, you can check out the privacy and cookie policies to see where you stand.

I have an affiliate link for Fathom as well, you can use to get a $10 credit on your first month. There’s a 25% commission kickback in it for me too.

Search: Kagi

I switched to Kagi because, it gives me better search results than Google. While DuckDuckGo is a good free privacy-focused alternative, I personally find Kagi’s results more relevant for my needs. Since Kagi is not driven by an ad-based business model, the results feel more neutral - you get what matches your search, not what someone paid to rank for. For me, that’s worth paying for.

VPN: Mullvad

I was previously using Mozilla VPN, but switched to Mullvad because of it’s privacy focus, (not that Mozilla wasn’t) the Mullvad VPN is completely anonymous in how you set up and use the service, no email or payment details on file, just a ID number.

There’s also a Firefox based Mullvad browser that integrates with their VPN service with a high focus on privacy.

Making informed choices

So these are some of the choices I have made over the years, you do you though. Do your own research and make your own choices that make sense for you. How do you know which services to trust though?

The affiliate links are an incentive for me of course, but I wouldn’t be recommending them if I didn’t use them and think they were worth sharing.

The rise of independent tech journalism

There’s been an increase in independent journalist like 404 media, and podcasts like Better Offline and Grumpy Old Geeks that don’t idolise these companies and instead cut through that because the’re not afraid of losing access to a CEO for an interview if they ask the hard questions.

This kind of independent journalism doesn’t just help us stay informed - it helps us make better choices about the tools and services we use. When you understand how your data is being used (or misused), those paid privacy-focused alternatives start looking less like an expense and more like an investment, right?

Curate your information

But what can I do? The indie web is a great example of owning your content. It’s not a throwback to the “old internet” – it’s the future. As AI-generated content floods the mainstream web, human-created content on independent platforms becomes more and more valuable.

RSS feeds might seem old-school, but they offer the ability to curate your own information diet. Instead of letting algorithms decide what you should see, you choose your sources and consume content on your own terms.

Social doesn’t have to be algorithmically driven

Platforms like Mastodon and Bluesky are not algorithmically driven. Posts are chronologically ordered, so you can follow the people you want to see and with Bluesky you can curate your own feed.

New to Bluesky? Well, there’s starter packs, find your community and bulk follow them with a click.

Bluesky is built on an open protocol, so you can use any client you want. Hack on it and make your own client if you like! I made skykit over a weekend, Bluesky in my opinion the spiritual home for developers to congregate online, share cool ideas and meet like minded individuals.

A call to action

Change is hard. Most people use the internet with specific objectives in mind, and completely changing their digital habits feels daunting. But you don’t have to do everything at once. Start small:

1. Pick one service to replace with a privacy-respecting alternative
2. Set up an RSS reader and subscribe to some independent blogs
3. Question whether “free” services are really serving your needs

Remember: “if you’re not paying for the product, you are the product.”

But the good news is that there are increasingly more options for those willing to pay for services that respect their privacy.

The web we want still exists – we just have to be willing to support it and help build it.