Could it be as simple as competitors advertising?
Morality of paid promotions of academic research aside, it would seem to me that the "Algorithms" would favor promoted materials due to a greater "distinct visitors" count and resultant shares.
Also without knowing the specifics the statement "Check things over, ensure his server..." stands out a bit.
I may be way off on this but suspect this indicates a private physical server possibly located at the researchers office/home? Again, I may be totally wrong but expect the web crawlers favor faster and less latent remote hosted servers over private ones. Especially if there is intermittent and or varying bandwidth on these systems, and issues with security certificates.
I also believe that more dynamic content by including feeds related to the subject matter would greatly improve site and search rankings as well as encourage return visits.
These things could be dismissed or confirmed quite easily and a fairly low cost. If it seems dishonest to pay for promoting their research. Could they justify it by considering the advertising campaign as research in itself?
I am certain there are far more knowledgeable SEO experts who peruse HN and I could be completely incorrect but still feel looking into these things would be a much better use of time and effort rather than chasing phantoms who may or may not be attacking them.