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No, he's 100% correct because in his case the keyword is the same as his brand name. And when you search for a brand, Google shows you the brand homepage 99.9% of the time.

In his case, his brand is also highly relevant to the term 'appointment reminder', which pretty much locks up the #1 spot for that term.

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But that's what a ton of other site who were dinged were doing. They'd buy up EMDs, slap a company name on it where "brand name = EMD" and then drive backlinks to it with the brand name/EMD in the link text. Many of them dropped quite a bit when this rolled out in 2012.

What would make his case different from theirs other than his backlink profile?

A shame the website is so utterly horrible though. Sorry, but it's true. Huge walls of text, stock MS Office clipart, "news" a year and a half old. It looks amateurish and smells of abandonware.

And your point exactly? He already knows it could be much better, obviously. It is his business after all.

And yet despite your finely tuned ability to detect amateurish abandonware he managed to bring in ~$75,000 revenue in on public plans, and if I had to take a guess anywhere between 1x - 1.5x in non-public plans.

As a general rule, we shouldn't use the obvious to tear someone down.

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