ELI5: How does Google remain so dominant in the search engine market?

The process of building of search engine isn't a secret, nor are the tools one could use to do it. So how does Google stay on top?
At this point, is it mostly due to brand recognition? As an American, it's very common to hear Google used in a verb sense as a euphemism for searching things online ("Try Googling it", "I Googled it", etc.)
But given how much resources and experience Alphabet has with search engines, is it also possible that they still have some edge on the competition via secret algorithms, or the sort?


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