Monday July 28, 7:16 am ET
By Eric Auchard

MENLO PARK, California (Reuters) - A start-up led by former star Google engineers on Sunday unveiled a new Web search service that aims to outdo the Internet search leader in size, but faces an uphill battle changing Web surfing habits.

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Cuil Inc (pronounced "cool") is offering a new search service at http://www.cuil.com that the company claims can index, faster and more cheaply, a far larger portion of the Web than Google, which boasts the largest online index.

The would-be Google rival says its service goes beyond prevailing search techniques that focus on Web links and audience traffic patterns and instead analyzes the context of each page and the concepts behind each user search request.

"Our significant breakthroughs in search technology have enabled us to index much more of the Internet, placing nearly the entire Web at the fingertips of every user," Tom Costello, Cuil co-founder and chief executive, said in a statement.