Ax-Man Surplus has a very loyal following. If you’re not familiar with any of the three stores in the Twin Cities, they are emporia of extra odds and ends that the store’s owners have found interesting. You might find a gas mask next to a set of calligraphy pens near telephone cables and circuit boards and giant rubber bands. Tinkerers, school teachers, and the curious among us frequent Ax-Man, just to see what strange things have recently come in.
In fact, new arrivals this month include a jeweler’s loupe, various loose belt buckles, an oinking pig pork thermometer, and tarot cards. What will next month bring? I do not know, but I’ll certainly stop by to check it out.
The reason we keep going back to Ax-Man is because they always have something original, every month. You should also apply this rule to your website. By providing website visitors with relevant, fresh, original content on a regular basis, you are giving potential clients a reason to keep coming back for more.
Make sure that everything you post is original. Duplicate content - either from within your own site or another - will negatively affect your search rankings. At the same time, you don’t want to get caught stealing someone else’s work: Remember hearing your English teacher harp on students to avoid plagiarism? Google and other search engines are good at identifying duplicate content and eliminating it from their search results. That’s as good as hanging a closed sign on your front door.
Regular, original content also keeps search engines interested in your site. When you post something that is relevant to your business, potentially interesting to your customers, and has the ability to engage readers, you are stoking the fire of good search engine optimization (SEO).
You might not see a spike in sales with every new post, but it helps keep people coming back time and again. Eventually it will get you positive results. Kind of like the other day, when I strolled into my local Ax-Man just to see what was new. I wasn’t planning on buying anything, but somehow I walked out of there with a telescoping BBQ fork, a 10-piece precision screwdriver set, and a landmines warning flag. The gas mask and calligraphy pens were still there. Maybe I’ll be moved to buy them next month when I stop by again just to see what’s new.