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Our company strategy strongly incorporates the law of diminishing returns.

The Law of Diminishing Returns (anticipated by Anne Robert Jacques Turgot and implied by Thomas Malthus in 1798) states that increasing one variable of an equation while keeping the rest of the variables constant will eventually yield a result opposite the intended purpose of the variable change. In plain English, it simply means sometimes an idea can be pushed too far.

The law originated during an attempt to prove a point about agriculture. The question was: will more crops be harvested if more harvesters are hired to work the land? The answer in the short term was yes, because the quantity of crops harvested was directly related to the manpower behind the harvesting. However, the law of diminishing returns showed that if you hired too many harvesters, productivity and final cost actually worked in an opposing way. Because the amount of land didn't increase, there would be too many harvesters, each doing only a little work. Therefore, productivity actually decreased. Moreover, the cost of hiring all the harvesters was high, especially considering the lowered productivity.
(courtesy of Jack Aaronson, Clickz.com)

Within Search Engine Marketing, ideas are pushed too far all the time, especially when applied to small business. Many SEO companies strive for 99% perfection when optimizing a website for a small business. The optimization is great, but it takes twice as much time to go from 80% to 99% as it did to go from 1% to 80%, which means that the extra 19% of efficiency was 2/3rds of the total cost of optimization. The worst part is that all the extra expense is often all for a very marginal amount of additional traffic. Although this strategy is great for the profits SEO firms, this waste of money can be a devastating blow for small business owners. Unfortunately, we hear about this all the time. At Netmark Essentials, we use a balanced strategy to continually optimize and maintain all of your essential search engine marketing, without going overboard. This means you can afford to run marketing campaigns on multiple channels instead of just one or two, and you'll capture the bulk of the benefit from each channel. Essentially, your return on investment (ROI) will be much higher with our firm than it will be with other SEM firms that don't know when enough is enough.

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