Planet13 - 4:17 pm on Aug 2, 2013 (gmt 0)
Has he been watching his user metrics since he has been getting (presumably) a lot more traffic?
Are those new users LOVING his site?
I ask because there have been times when I got a Panda DEMOTION and it turns out that MOST of the user interaction metrics went up right after the demotion (i.e., time on page increase, pages per visit increased, bounce rate dropped, and goal conversion rates increased.
I would just want to make sure that the opposite doesn't happen with your friends site (i.e., the new traffic has worse user metrics).