This is my train of thought as well. I obviously didn't get the bottom call correct but I don't feel it will drop a whole lot more than this. All we need is the slightest catalyst to stabilize this above 5's.
He doesn't even need advertising he needs to form alliances or at least share links.
Thats what you do initially on a website. He's siloed this in its own nook and cranny. The only thing that would help without the enter and exit links is a robust SEO job and its non-existent.
His "SEO" experience is not a reality either. Id like to see an example of one website he did well.. Just one example.