https://www.theverge.com/google/929641/conde-nast-calls-google-zero

My advice to anyone with similar concerns: get your SEO and other optimizations in the best order you know how, then turn your energies to other promotions.

Re profitability of social traffic ... in my experience it makes a big difference whether it comes from your own efforts to gin up social traffic or comes from users sharing your products with their friends. The latter has much higher value.

Make it easy for users to share your stuff.