Google like no other tech giant always relied on the credibility among the tech people. Whether it's a new end-user product or a new programming language, it would go full avalanche with minimal marketing effort.
Losing our support, on top of poor product management and inability to innovate will be more and more difficult for them to handle. Rolling out poorly designed and poorly targeted products is already a sign of a disconnect from reality. They are slowly becoming less and less relevant and most importantly, less respected by the tech community. In a way it's the Microsoft of the 2000s when the revenue figures still weren't bad but the signs of the decline were apparent.
Yet unfortunately there's no competition to Search on the horizon and "google" is still a commonly used verb that will be very difficult to remove from the language. Microsoft seems to be happy with Bing's position today, which looks and feels like Google Search and maybe internally even mimics all the stupid and "evil" things Google Search does judging from their search results.
I think it is time (if not a bit too late) to try to challenge Google Search with something new, a new perspective on how the information on the Internet can be indexed and searched. I bet a lot of people are constantly thinking about this, but the window of opportunity may be now while Google is putting a lot of their time and effort on ML/AI. I doubt you can compete with them by building a ML-based search, so it must be something else both in terms of technology and possibly even the UI.
I don't know what the bottom line here is. Google is not dying any time soon, but the time to challenge them could be now.