Google isn’t what it used to be, but the free alternatives like DuckDuckGo aren’t really that great. Given how vital a good search engine has been to make any use of the internet since the late 90s, I think it’s not unreasonable to offer quality search at a reasonable price.
I’m not aware of any paid-for search engines, and I’m not sure what they could charge for without seeming greedy. Perhaps have a free tier that limits you to so many searches per day and a paid tier with unlimited searches and another with API access or something. The key would be to have a good-better-best system that makes everyone feel they’re getting a reasonable product for what they’re paying while keeping the experience serviceable for free riders.
Email is similar. While it’s not too hard to set up a bare SMTP server, a bare SMTP server will get you absolutely nowhere because every reputable email service will flag it as spam. The hard part is making the server pass all the sniff tests that other services use. You also cannot self-host because residential ISPs block port 25, again as a spam prevention mechanism.
I pay for Proton, not because I trust them per se, indeed the more a company trumpets about how secure and anonymous they are the more suspicious I get. But I trust them more than I trust Google and that’s what matters.
I hadn’t thought of SEO as a contributing factor to the decline of the search experience, but it absolutely makes sense. To some degree I think SEO is actually GEO (Google’s Engine Optimization) but if some other platform, even a paid one that isn’t incentivized to weigh sponsored content higher, became dominant SEO would just pivot to minmaxing for that platform instead.
Incidentally, there’s a search engine called wiby.org that only indexes sites that don’t use Javascript, which in practice makes it a great web 1.0 search engine.