A lot of people talk about search engine optimisation when what they mean is getting traffic.
Getting traffic is easy. But getting the right traffic - that's the difficult bit.
You can pay to get people to come to your website - that's what you're doing when you use Google Ads, and in effect it's what you're doing if you make any kinds of promises in an email or a link.
Some traffic is better than none, but not when you're paying for it and it's the wrong traffic.
Hook up Google Analytics and you can find out what people are doing on your site when they arrive from various sources. You can also associate a cost with a source of traffic. Are you getting the wrong people on your website because you've promised them something you can't really deliver (like the cheapest prices or the best stuff)?
Honesty means you filter out the visitors you don't actually want when all's said and done - so in your Google Ads, your meta-description, and your email links, talk about what visitors you really want - what their story is, and how it should perfectly match your story.
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