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Clients often ask where they should spend their marketing dollars: online or offline, search or display? The problem with these questions: they assume there’s one or only a few sources for all local sales leads. In today’s vertical search column, “Making the Most of Your Local Search Marketing Dollars,” local search expert Gregg Stewart explains that the question isn’t “either/or;” it’s about how much of each.

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The keynote speakers for Search Engine Strategies Chicago have just been posted to the website for the SEM conference. And check out the heavy hitters:
• Lawrence Lessig, the Professor of Law at Stanford Law School, is giving the opening keynote on Monday, Dec. 8;
• Bill Tancer, the General Manager of Global Research at Hitwise, is giving the morning keynote on Tuesday, Dec. 9; and
• Josh James, the President and Chief Executive Officer of Omniture, is giving the morning keynote on Wednesday, Dec. 10.

That’s quite a line up. Or, as my good friend Anne Kennedy, the Managing Partner of Beyond Ink and a member of the SES Advisory Board, says, whether you’re a “seasoned search maven or hopeful newbie, you’ll find speakers who share expertise, new research, horizon’s edge views and knuckles-in-the code tactics” at SES Chicago.

Take Professor Lessig, for example. For much of his career, he has focused on law and technology, especially as it affects copyright. He is the author of Code v2 (2007), Free Culture (2004), The Future of Ideas (2001) and Code and Other Laws of Cyberspace (1999). He was also a columnist for Wired, Red Herring, and the Industry Standard.

According to a recent article by Kim Heart in The Washington Post, Professor Lessig is among the signers of a letter that went to the Barack Obama and John McCain campaigns. The letter was also signed by Craigslist founder Craig Newmark and Wikipedia founder Jimmy Wales.

The letter asked the candidates to insist on using a new method to choose debate questions. While that job is usually left to the media host, the members of the “Open Debate Coalition” say they aren’t “hard-hitting enough.”

Instead, they want to let people submit questions, then vote on their favorites, over the Internet. The top 25 questions would have the potential of getting asked during the debates.

“This cycle’s YouTube debates were a milestone for Internet participation in presidential debates,” the letter said. “But they put too much discretion in the hands of gatekeepers. Many of the questions chosen by TV producers were considered gimmicky… and never would have bubbled up on their own.”

So, do you think what Professor Lessig says at SES Chicago will be on the mid-term? All I know is that I can’t wait for the Q&A following his keynote.

The following day, Bill Tancer takes the stage. He’s the author of “Click: What Millions of People Are Doing Online and Why It Matters.”

Bill, who I’ve known for years, is the author of a weekly online column for TIME, “The Science of Search.” He is a frequent guest on CNBC, and has been quoted extensively in the press, including The Wall Street Journal, The New York Times, USA Today and Business Week.

Bill recently had a “naked lunch” with Andy Greenberg of Forbes.com. Hey, I didn’t make this up. Click on “We Are What We Google” and read the article for yourself.

In the article, Bill is quoted as saying, “What I find really fascinating is how much we tell search engines – more than we tell surveys, more than our family members, more even than our priests or rabbis.”

Are you skeptical of this claim? Bill backs it up with his analysis of searches beginning with “fear of.” It reveals search engine users are afraid of flying, heights, clowns, intimacy and death, in that order.

Looking at searches beginning with “how to,” he observes that the phrase “how to tie a tie” edges out “how to have sex” and “how to kiss” for the top spot.

And Bill’s analysis of searches beginning with “why” shows that most queries are related to school projects. But these fall sharply during the summer and Christmas holidays. During those periods, more existential questions like “Why did she leave me?” and “Why did God do this to me?” pop to the surface.

But wait! There’s more! The following day, Josh James is the keynoter.

James co-founded Omniture in 1996 and, under his leadership, it has evolved into one of the fastest-growing publicly traded software companies with more than 4,700 customers across 75 countries and over 1,100 employees. His market vision, leadership and entrepreneurial philosophy have enabled Omniture to achieve greater than 75% growth for more than five consecutive years, as well as to maintain customer retention rates of greater than 95%.

James is also the founder of Silicon Slopes – a private sector initiative whose mission is to promote the interests of high-tech in Utah. A recent article by Tom Harvey in The Salt Lake Tribune said that the Omniture CEO was motivated to found Silicon Slopes in 2007 to change the misperception that Utah is “A quirky state at the edge of the desert dominated by a single religion and defined by its far-right politics and weird liquor laws.”

For example, Siliconslopes.com is sending out thousands of promotional posters this year that depict the Silicon Slopes running along the Wasatch Mountains from Logan to Provo, listing an array of high-tech companies with operations here, as well as ski resorts and signs pointing to Moab and other attractions.

While I haven’t met Josh James yet, I did interview Huw Roberts of Omniture earlier this year at SES London. Roberts talked about the importance of web analytics to effective search engine marketing for businesses of any size.

Huw Roberts, Omniture, at SES London 2008

There you have it: The keynote speakers for Search Engine Strategies Chicago.

And I’ve got to agree with Anne. Whether you’re a “seasoned search maven or hopeful newbie, you’ll find speakers who share expertise, new research, horizon’s edge views and knuckles-in-the code tactics” at SES Chicago.

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Rotten Neighbors, founded last July, is the U.S. twist on ““human flesh search engines.” The site singles out neighbors for offenses ranging from sanitary to violent.

Using Google Maps, Rotten Neighbors shows homes of the accused, represented by red Monopoly-style houses (for rotten) and green (for good).

Most of the postings are anonymous on Rotten Neighbors which averages several hundred thousand “hits” per day. Neighborhood ratings can be given for Noise, Safety, Appearance, Services, Traffic based on a star system that rolls up into an Overall rating.

Yes, you can find where registered sex offenders live in your neighborhood.

Co-founder Brant Walker, a 27 year–old Web site designer from San Diego, created the site after he moved into a new apartment and noticed a rotten stench coming from his neighbor’s door.

Rotten Neighbors added a “flag for removal” after people targeted as bad neighbors complained. If a post gets flagged a certain number of times, it is now removed as with Craigslist.

Rotten Neighbors gives people a window into “The Lives of Others” - allowing neighbors to turn each other in for alleged offenses. It’s just one more way the Internet acts as Big Brother.

CNN/crime nailed one Google search crime story but missed the other. CNN caught the man who murdered his wife and daughter but missed the sex offender practicing medicine in Florida.

Neil Entwistle, the British husband and father who did a Google search on “how to kill with a knife” four days before the slayings of his wife and daughter, was convicted today. The jury found him guilty of two first-degree murder charges, possession of a firearm and possession of ammunition.

The story CNN/crime missed was in Florida where a Google search by a patient uncovered that a doctor practicing medicine lost his license.

On Tuesday, a man accused of practicing medicine without a license was arrested after a South Florida woman who sought treatment from him discovered he was a registered sex offender during a Google search of his name, according to the Broward Sheriff’s Office.

Reginald Phillips was arrested on a charge of practicing medicine without a medical license.

Carol LaGraves was being treated for rheumatoid arthritis at the Center for Rheumatology, Immunology and Arthritis in Oakland Park since last year. Her doctor recommended she receive an intravenous medication to treat arthritis from Phillips. He agreed to perform the procedure late last month and spoke to LaGraves on the telephone.

But days before the planned treatment, LaGraves conducted a Google search of Phillips and found a link to the Florida Department of Health’s Web site, which revealed that his license had been revoked. He also appeared as a registered sex offender.

Phillips was arrested in 1995 and convicted of sexually molesting two men who sought medical care from him when he worked as a neurologist at Cleveland Clinic. He spent more than seven years in state prison.

When LaGraves and her husband met with Phillips on the day of their appointment and recognized him from his mug shot, they canceled the procedure and contacted the sheriff’s office.

A New York Supreme Court judge has tossed out a $100 million lawsuit against the ex-employees a doctor blames for associating his name online with hard-core porn Web sites - and creating his own obsession with Googling his name, according to the New York Post.

SEW Expert Chris Boggs has written about the benefits of Googling your name in “Confessions of an Online Reputation Management Junkie.” But Chris never warned readers of the hazards. It may be an incurable disease.

The three ex-employees sued Dr. Arden Kaisman for sexual harassment last year. Since then, Google searches under his name lead to hundreds of raunchy Web sites.

Dr. Kaisman claimed the trio and others “conspired” to have his name linked to the porn sites, and that the anesthesiologist has lost business and developed a strange form of mental distress as a result.

“I find myself obsessed with ‘Googling’ my name,” Dr. Kaisman said. “The Internet, the great information equalizer, has been corrupted to hurt me. . . . I’m told I have an ‘incurable Internet disease.’ “

State Supreme Court Justice Jane Solomon didn’t buy Dr. Kaisman’s diagnosis and said there’s no evidence the three former employees are linked to the postings.

Even if there was, Kaisman couldn’t sue over having his name linked to pornography. It seems the women complained about - and Kaisman has admitted to - e-mailing employees “sexually explicit images.”

Kaisman’s lawyer, Sidney Segall, said there’s a big difference between the types of e-mails his client was sending and the types of sites he’s now linked to.

Solomon said there are “qualitative differences” between the sites and Kaisman’s e-mails, but ruled in favor of the employees.