This chapter is part of the free e-book 'Basics of Search Engine Marketing', published in May 2005. It is essential to know the players in the search arena, in order to use search engine marketing effectively. However, as there are different kinds of players, who they are, what they do, and what are their connections to other players need to be explained. I will present the players and connections between them briefly in this chapter. Note that the industry changes very rapidly and changes to this list are definite.