I believe a competitor would need to be such a better experience that by saying you are "googling" something, as in the common word for searching, an essence of

I believe a competitor would need to be such a better experience that by saying you are "googling" something, as in the common word for searching, an essence of the competitor is left out. If bing was successful at it, for example, it would cause the sentence "I tried to google it but ended up needing to Bing it" to make tangible sense to someone who has used both services. Even if you create a better search engine, there is too much of a marketing gap to compete on that alone. "use bing because the results are better!" simply doesnt motivate enough people to switch off google. Quite frankly, it is rare that google does not deliver expected results for the generic use case.