I do get different results on switching to incognito mode - but generally they are equally poor. My problem is not that google is trying to optimise the results

I do get different results on switching to incognito mode - but generally they are equally poor. My problem is not that google is trying to optimise the results based on my search history. Its just that the top results in Google I get are primarily optimised content marketing pieces which hardly have any good insight. Hence, I filter by default with hacker news. To give some context I mostly research business(products, market dynamics, etc) or technologies