Sites like these are inherently fragile if they derive the majority of their revenue by trying to game SEO. Not saying there is no opportunity there, but being

Sites like these are inherently fragile if they derive the majority of their revenue by trying to game SEO. Not saying there is no opportunity there, but being one algorithm update away from second page results or worse means your business has a lot of risk associated with it. Does your friend have any other channels working profitably?