Last month, online marketing specialist Lee Odden posted this massive list of must-read search engine marketing (SEM) blogs. Clearly, when it comes to SEM, there's an overwhelming amount of information and opinions to digest. With that in mind, what should a company look for in its SEM partner?

1. Clear communication. This is almost always important in business relationships, but especially so with SEM. Technical jargon, rapid technological change and unfamiliar business models make it vital that your SEM partner can communicate strategy and programs in plain English.

2. Proximity. Lots of business can be conducted via e-mail or phone, but sometimes there's no substitute for face-to-face conversation. It's especially importance when time comes to plan strategy and review results.

3. The right mix of skills. "SEM" means different things to different people. Some firms are superb at optimization, others excel in paid search, still others handle a broad range of services. When interviewing potential SEM partners, make sure their strengths match up with your needs.

4. Track record. Sometimes this is hard to determine. An SEM firm that's been around for two years is an old hand. It's a good idea to chat with some other clients of the SEM before putting them to work.

Other suggestions? Please let us know.