In my opinion, the success of a search engine depends entirely on its name. Look at the search engines that have failed: AltaVista, Cliqz, Cuil, Dogpile, (dozens more). They all have awful names that don't convey the idea of search.

Compare it to a name like Google: it rolls of the tongue, is easy to verb-ify ("google it" -- no one would ever say "cliqz it"), and the actual letterforms are pleasing to the eye. Bing is a pretty good name too - even shorter at one syllable, and a pretty alright verb. It follows that Bing is still around and arguably the #2 product in the space.

"Why don't you Yahoo it?" - another awkward sentence, another search engine that failed.

Even DDG has taken steps to shorten their brand to "duck" (duck.com), and there's something pleasing about saying "duck it" :)