New UK Conservative Party Co-Chair Grant Shapps Founded Google Spamming Business

The UK’s Conservative Party has a new co-chair, The Right Honourable Grant Shapps, Member of Parliament for Welwyn Hatfield. Honorable except with Google, which considers the business he apparently founded to be pushing a tool designed to spam its search engine and fill its listings with rubbish.

According to The Guardian, Shapps founded HowToCorp in 2005, a site that, among other products, pitches the TrafficPaymaster software. The software apparently “scrapes” or copies content from all over the web, from RSS feeds to even sets of search results, to automatically generate pages that probably make little sense to the human visitor but which may pick up some traffic from Google and, in turn, generate clicks on Google AdSense or other ads.

Let’s talk about the software first, then I’ll get back to the Shapps connection.

Scraping & Auto-Generating Content

I’ve qualified my second paragraph above with “apparently” and “probably” because I haven’t tried the actual software nor reviewed each and every site that may have been created with it. But the type of software, and its poor results, are pretty familiar to me.

From the TrafficPaymaster site, here’s a diagram of the types of content it gathers:

All that content is somehow magically pieced together to create web pages using automation because, as the site’s video explains, it’s a lot of work if you had to write original content all by yourself:

The outcome of these types of programs, as you can imagine, isn’t great if you’re a human reader.

Here’s one example of TrafficPaymaster in action. The software’s blog recently had a “Sebastian Fox” with the company sharing a real site created with TrafficPaymaster.

“I threw this site together in 10 minutes,” wrote Fox (which as I’ll explain further below, might be a pen name for Shapps). The post brags about how after only two weeks, the site had 203 pages listed in Google. Today, I see more than 1,000 pages listed:

This “progress” is proudly touted by the post as proof the software is a money-making machine:

This stunning progress will continue as the high quality TPM generated pages continue to be produced and then picked up by the Search Engines. It’s absolute clear proof that machine generated pages *ROCK* when they’re done right and are of use to both humans and the Search Engines.

Needless to say the more pages you have listed, the greater your income potential. TPM websites can generate hundreds of pages for each of your websites. And you can install TPM as many times as you like!

It’s actually not proof of this at all. Just getting pages into Google doesn’t mean that they rank well for particular searches. Anyone can get pages listed. But if the pages don’t rank for actual searches that people do, they might as well be invisible.

Does this site have listings that appear in the top results for things like “golf” or “golf grip” or “golf lessons,” all terms that it clearly targets, because it has pages on these topics? Not that I can see.

Scraping & Spinning

As for the “quality” of these pages, here’s the opening sentence of the “free golf lessons” page:

A free of charge golf swing lesson appears a very little as well superior to be accurate.

Doesn’t make sense, right? That’s because the sentence was almost certainly copied from some other page on the web (“scraping”) then had words changed around or replaced with synonyms (“spinning’) in a way so that the page isn’t a direct copy — but also in a way where the sentence is left making no sense. Here are a few more sentences like that, from the page:

So the to begin with phase to getting a quality golfer is to order some clubs that match you.

You do not demand to order the top rated of the line PGA competent clubs.

Right after you have watched your golf video, you can observe some zero cost swing movies on the net.

So like by yourself and play some golf.

None of these sentence make sense, but they don’t have to. Pages like these are typically fired out like a shotgun blast in hopes they’ll get some traffic that in turn leads to ad clicks.

If you can make a 1,000 pages in 10 minutes, even if they don’t rank for very popular terms, any small amount of traffic they might bring in cost you little effort. In turn, the goal isn’t for someone to read the pages but instead to click on the ads or offers, often strategically placed. You can see that with this page:

Google Doesn’t Like Bad Content

Suffice to say, Google doesn’t look favorably upon the practice of scraping and spinning. Last year, its Panda Update was designed specifically to prevent “thin content” that these types of programs can generate from ranking well. Its Top Heavy Update earlier this year went after pages that seemed designed only to show ads. Its Penguin Update in April went after spam and especially, from what I’ve seen, had a heavy impact on many who were using spinning software.

Interestingly, TrafficPaymaster’s “Sebastian Fox” commented earlier in May that the Panda and Penguin Updates had no impact on users of TrafficPaymaster:

We’ve seen improvements in TrafficPaymaster following both the Penguin and previous Panda Google updates. TPM produces high quality pages on websites which grow gradually over time. As a niche SEO product you won’t find TPM all over the web and as a result it REALLY works a treat

This claim was repeated in June:

TrafficPaymaster works brilliantly post both Panda and Penguin updates. If anything, the program improved after Penguin. That’s because we’ve taken time to create software that generates high quality pages, fill of original content.

I don’t see how TPM can make this claim, if it’s based on the idea that the software generates high-quality pages “fill” of original content. It’s pretty self-evident from the example site that TPM itself posted that the pages will be full of nonsensical sentences. That’s not what I think most people would define as high quality.

Whether sites have done better or worse with the software, who really knows? But what we do know is that Google — according to The Guardian — has said that TPM violates its policies:

On Sunday sources at Google confirmed TrafficPaymaster was in “violation” of its policies and that its search engine’s algorithms had been equipped to drop the ranking of any webpages created using HowToCorp’s software. Officially, Google said it does not comment on individual cases.

“We have strict policies in place to ensure web users are presented with useful ads when browsing sites in our content network and to ensure our advertisers reach an engaged audience. If we are alerted to a site which breaks our AdSense policies, we will review it and can remove it from our network.”

Actually, Google’s ranking algorithms will have no way of knowing that pages were created with TPM. The pages might not credit the software, and there’s probably no particular TPM “fingerprint” to associate them with the software versus other scraping software out there. What the statement from Google really means is that the algorithm is designed generally to go after pages that are deemed to be of low-quality.

While Google might view the software violating its spamming and other policies, the company hasn’t banned it from being listed in Google itself. Earlier this year, Google temporarily removed the site of an SEO firm after finding it was involved with a different type of spam, link buying. But searches on Google show that TrafficPaymaster has over 300 pages listed and also ranks for its own name.

Chances are, this may change in the coming weeks. It’s a fairly high-profile case to hit the news, and I’d expect Google to make some type of token effort against the software, after this much attention has been focused on it in Britain’s national papers (The Daily Telegraph also picked up The Guardian’s story, among others).

MP Takes On Google?

It’s high-profile, of course, because it’s fairly hard to believe that the new co-chair of the UK’s ruling political party (mostly ruling, the Conservatives share power with the much smaller Liberal Democrat party) is behind software that “plagiarizes” content to spam Google.

Technically, I’m not sure if the spinning is plagiarism, but both UK papers I’ve mentioned are running with that angle. They’re also big on this quote posted on Warrior Forum that appears to be from the aforementioned Sebastian Fox:

Google may or may not like a particular approach, but the real question is whether there are any signs about how a page has been created. If the answer is no, well then it doesn’t much matter what Google officially thinks.

The Guardian cites that as if the quote is dismissive of “Google’s attempts to police the internet,” whereas The Telegraph suggests that it means “Google would be unable to stop the copying of websites.”

The reality is that the claim isn’t some type of gauntlet being thrown down against Google. It’s simply meant to reassure a prospective buyer of what I covered above, that Google probably can’t tell that the page was created using automation, so even if Google has official rules against that (it does), TPM users probably won’t get caught.

As the quote from the forum continues:

And that’s where pages produced by TrafficPaymaster are completely different from other WordPress auto-blogging packages. TPM doesn’t produce blog pages at all. In fact these are regular HTML pages which aren’t based on other blog software.

So there’s nothing that distinguishes pages produced by TrafficPaymaster from pages produced by you.

The Shapps Connection

This leads back to Shapps himself. Is this really his company? The Guardian says he created HowToCorp in 2005 and used the name “Michael Green” for his non-government work:

In the past, Mr Shapps has said that he used the name Michael Green to differentiate his political and business activities Before becoming a minister at the last election, he specialised in internet marketing.

As the Independent (another big UK paper) notes, there are profiles linking Green to being a Parliament member:

“Believe it or not,” says the profile, “Michael Green is a member of the UK Parliament, is a CEO of How To Corporation and is a successful online marketer…His wealth is such that he actually flies his very own personal plane and also lives in a fabulous mansion.

“Some find it hard to believe that regardless of Michael Green’s internet success, this online marketing guru only allots a day per week to work on his internet ventures.”

Mysteriously, the photograph accompanying this blurb (right, top) is not that of anyone ever seen around Parliament, but of a male model. Michael Green – we now learn – has a dual personality.

His alter ego is a character called Grant Shapps (right, bottom), who has supposedly been Tory MP for Welwyn and Hatfield since 2005, is Minister for Housing, has about 57,000 Twitter followers, and is expected to be promoted in today’s reshuffle.

But “Michael Green” seems to have been replaced by “Sebastian Fox.” HowToCorp now pitches itself as “Sebastian Fox’s HowToCorp” even though it says on its home page that it’s “Michael Green” internet marketing forum:

Clicking on the “Michael Green” forum link leads over to the “Sebastian Fox” forum:

As for Shapps, a spokesperson said that the business is a partnership between him and his wife, yet also said that he has nothing to do with it, to the degree of not earning off of it (because technically, I guess, income earned by his wife doesn’t somehow benefit Shapps):

Mr Shapps did not comment on the claims. His spokesman told the Guardian that the company was: “always a partnership between Mr and Mrs Shapps.”

He added: “Grant Shapps derives no income, dividends, or other income from this business, which is run by his wife Belinda with a registered office in Pinner in north-west London. He is quite simply not involved in this business.

Not involved at all. Except that he apparently is Michael Green and took time today, even in the midst of being named co-chair of the Conservative Party, to pen a sales pitch to this guide on golf that he thought would be so perfect for his wife that his wife’s company now apparently sells it through her HowToCorp business. After all, here’s the pitch page:

The reality, of course, is that this page just slaps whatever the current date is into the pitch. Whether Shapps actually wrote this at some point using his Michael Green pen name, who knows? Whether he now writes and posts as Sebastian Fox is also unclear. Most likely, a variety of people were posting on behalf of HowToCorp using the Green name and now use the Fox name.

Perhaps UK prime minister David Cameron, the Conservative leader who ultimately gave Shapps his new position, wasn’t aware that Google wouldn’t like the type of business that Shapps (or his wife) run. That’s understandable. Cameron probably isn’t that familiar with Google, what with his former director of strategy Steve Hilton being married to Rachel Whetstone, Google’s head of communications.

The Conservatives came under accusations that they were too close to Google earlier this year. Having the party run by someone who created, and still seems associated with, a business designed to help people spam Google probably will serve as  a nice balance to that.

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Related Topics: Channel: SEO | Features: Analysis | Google: Web Search | Search & Society: General | SEO: Spamming | Top News


About The Author: is a Founding Editor of Search Engine Land. He’s a widely cited authority on search engines and search marketing issues who has covered the space since 1996. Danny also serves as Chief Content Officer for Third Door Media, which publishes Search Engine Land and produces the SMX: Search Marketing Expo conference series. He has a personal blog called Daggle (and keeps his disclosures page there). He can be found on Facebook, Google + and microblogs on Twitter as @dannysullivan.

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  • Adi

    You couldn’t make it up. Politicians really are slimey buggers.

  • Hillz

    Breaking Google’s TOS isn’t against the law, and in all honestly i don’t feel pitty for Google when people spam the sh#t of them any more. If Google is willing to burn you regardless of whether you follow their rules or not. Then call it collateral damage when they destroy legitimate sites. It actually makes financial sense to become a spammer.
    It costs a lot less to loose a bunch of spammy sites, than it is to loose ONE quaility site that was killed for no good reason. Im not a spammer like this politician…but i totally see the appeal:).
    And no…please don’t tell about cleaning up the web… yadda yadda yadda. Google is a big boy and they should clean up the mess they created themselves!!

  • Kevin

    Haha.. I like how Danny uses link condoms on certain questionable sites. No chance he’ll catch any unwanted diseases :D

  • Nick

    I have long suspected that the “anything goes if you can make a few dollars” variety of spam slimeball would typically be a conservative. Spam Google, trick some unsuspecting buyers, make some money – run for office.
    That reminds me – wasn’t there a rumor that Bain Capital bought BMR and Linkvana?

  • SeanPaul

    Thank you danny. I just bought copy TPM.
    Please find something better to write.

  • robthespy

    Why is this Important?

  • Tarjinder S. Kailey

    I agree with Google regarding the practice of scrapping and spinning. It may seem an easy work but on the other hand, even though the scrapped info from Ezine for example is being distributed into several spun articles, you can really tell the thinness and lack of substance of the articles because the originality of the content is already sufficed due to the act itself.

  • Maurice Walshe

    An “brave” choice (to borrow a line from sir Humphrey
    Appleby) a business man from the dodgier end of the business world. A bit akin
    to having a chancellor of the exchequer who came from a pay day loans company.

    Having said that the Party chairmans #1 job is fund raising for the next election
    and a MMF merchant might be good at smoozing the SME business men into donating
    to the Tories.

    Interestingly enough Google has “friends” in high places too Rachel Whetstonefor

    It a risky appointment as I could certainly write up some lines
    for Ed to use in speeches painting Mr Shapps
    in a negative light which would go down well with the traditional labour supporters
    disenchanted libe dems and a fairly large rump of Tory voters who dislike the more borrow boy element of their
    own party.

  • Quenton Fyfe

    >”Perhaps UK prime minister David Cameron, the Conservative leader who >ultimately gave Shapps his new position, wasn’t aware that Google wouldn’t like the >type of business that Shapps (or his wife) run.”

    Or perhaps the democratically elected prime minister of the UK didn’t think he needed Google’s approval of his reshuffle?

    Looking at the other side of the political spectrum – has any current labour MP ever started any business?

  • David Smith

    What a non-story. It’s not illegal to write spun content, or sell tools that create spun content. Google are just a private company like any other company. They aren’t the internet’s policemen. Just because they police their own index on their particular search engine doesn’t make them moral arbiters of what is and isn’t good content.

    It’s also not surprising that the Guardian and “Independent” make a story out of it since they’re left-leaning media outlets. It’s just political football, and Danny’s fallen for it.

    And before anyone accuses me of defending a right-wing politician, Danny – here’s a REAL story for you – investigate why the prime minister and also chancellor of the exchequer of the United Kingdom regularly make visits to Google’s London office for undisclosed reasons – there’s a REAL story for you.

  • Scott Boyd

    Nice write up.

    Shapps has been playing the dark side for a while. A few years back he setup a sock puppet Youtube account, and posted messages to the Lib Dem pages posing as a supporter (he ended being outed because he forgot he was logged in with his own account when he posted…something he later blamed on a weak password and his account being hacked). He’s also been slated for using automated software and slightly dodgy tactics to raise his twitter following.

    The media seem to be focused on the “Google TOS violation” angle, but realistically if this software is sold on even a small scale, it could have a significant economic impact from raising PPC costs and displacing organic listings of legitimate businesses. All from an MP who penned a book on “how to bounce back from a recession”.

    Suprised his golf site (at least) hasn’t been banned from the index yet though.

    Watched the guy on the BBC’s political program earlier and he hinted at the possibly of running for the leadership of the Tory party. Black hat Prime Minister…tax reliefs for links anyone?

  • David Smith

    “if this software is sold on even a small scale, it could have a
    significant economic impact from raising PPC costs and displacing
    organic listings of legitimate businesses.”

    Really? If crappy spun content outranks legit, quality pages, that’s Google’s ineptitude more than anything else. Also, as has been pointed out many times, Google doesn’t owe anyone a living – no matter how good you think your website may be, it’s not Google’s job to agree with you and rank you highly. People will vote with their clicks anyway, so if Google’s index is full of crap ranking highly, then people will stop using their search engine. That’s how consumerism works.

  • Scott Boyd

    Google’s ineptitude perhaps, but an exploit that takes money from advertisers nonetheless – Google isn’t the one being ripped off – in fact, Google does quite nicely from Adsense spammers ensuring a higher percentage of online sales involve a paid click somewhere in the purchase funnel. Not illegal, sure. But certainly a significant level of hypocrasy for an MP who has authored a book on beating a recession.

  • Steve Ollington

    Strange that some comments about the article are so negative, I think it’s ideal at this point in time. Cameron’s reshuffle has given seats of power to a fair number of morally bankrupt people who don’t know the meaning of the word ethics (as Andrew Copson has put it: ) and this article highlights just how little Cameron has thought about his choices. It’s totally relevant… why would we in the UK, who want to see an end to politicians whose main characteristic is greed, want a minister who will do something so low to make money? I think we can all agree that no matter what Google thinks, Shapps knew exactly that he was pushing a crappy product with no value to make a quick buck!

  • Ian Lockwood

    No, it’s not illegal. You might not say it’s immoral for that matter. But selling software for hundreds of pounds a time knowing that it is actually a load of crap and will likely get your website kicked out of Google, that’s immoral if not illegal. Then using a pseudonym and claiming that you have nothing to do with the business you are in partnership with your wife running (how exactly does that not benefit a spouse?), that suggests that you know it is dodgy and you want to disassociate yourself for fear of being tarred as the slimeball you most definitely are.

    It’s a trust thing. Why would you trust a politician happy to rip people off, never mind deceive you about his popularity by using TweetAdder? Not illegal, but hardly the moral fibre a caring politician is made of (yes, I appreciate that is pretty much an oxymoron these days).

  • Danny Sullivan

    David, see the link in the last paragraph — it covers the Google visits (plus Google’s explanation that they aren’t unusual compared to other companies).

    I also disagree it’s a non-story. The Advertising Standards Authority might, looking at that golf page alone, find it’s misleading to pretend that it was written on a particular date (when it wasn’t), written by a particular person (which is really a made up name) with a story about how the golf guide was found (which is probably entirely made-up). All that from a company that the co-chair of a major political party founded and still received, at least indirectly, money from?

    Yeah, that’s a story. What’s a story is how he was a minister before this without any attention being focused on it.

  • Danny Sullivan

    He clearly doesn’t. But it is perhaps not the wisest of moves to have one of your party co-chairs be responsible for a company that pushes a product designed to spew out 1000s of crappy pages in a matter of hours.

  • Danny Sullivan

    Yes, I mentioned Whetstone at the end of my story.

  • Danny Sullivan

    Awesome, Sean Paul. I’m sure the clients looking for those guaranteed first page results that your company promises will be reassured that you’ve found a better quality of tech to use, one that matches the ethical approach to SEO on your home page. If that’s indeed your site. If it is, then I suggest you read your home page again, because covering this should be exactly the type of thing you’d want.

  • Andrew Redfern

    Excellent Post Danny.

    A recent guardian article asked the question “Grant Shapps: style over substance?”
    Sounds a lot like his software.

  • Aaron James Kocourek

    Danny, once again, chill on the worthless political articles and get back to what you are good at, writing about link building! @least you are keeping your private enewsletters clean of this garbage.

  • David Smith

    In the UK, we’ve already been through a cross-party expenses scandal (look it up in Google), and countless instances of politicians using tax payer’s money for their own personal greed. I don’t think anyone’s too bothered if you uncover an MP having a sleazy SEO business that’s entirely legal, if lame. As to advertising standards, well if we apply that to the SEO industry as a whole, then most services would close down overnight. In fact, never mind SEO, I work in web design and development, and this industry is entirely an unregulated wild-west.

  • David Smith

    We already do NOT trust our politicians. They lost our trust a LONG time ago.

  • Steve Ollington

    Why? Do you claim to speak for everyone that reads the articles?? I like this article, I find it very interesting… a lot more-so than most of the stuff that gets published on SEO blogs. Just because you don’t like it doesn’t mean others in SEO can’t have wider interests than just link building. This wouldn’t have had 229 tweets if people didn’t want to read it, as they wouldn’t want to share it.

  • David Smith

    So you’re saying Google isn’t responsible for how it ranks its organic listings, but spammers are?

  • Jon

    I’m amazed that no-one has brought this up before. Grant’s main business was in printing but he built HowToCorp as Michael Green and was one of the UK’s most successful ‘internet marketing gurus’ before he became David Cameron’s sponsor and, subsequently got great jobs in the Tory party – funny how one follows the other!

    Anyway, considering the number of SEO and Panda experts here, how come no-one has run to the bottom of any of his sites like and done a ‘select all’ to see all the hidden links? He’s had these links there for years and years and Google, with their mega-brain algorithms, never noticed hidden links. His sites used to be PR6 and they still have Page Rank today.

    You will even see links for his offline printing businesses.

    I spoke with him just before he became an MP and he always only spent two hours a day on his internet biz. The guy may be a spammer (who’s never spammed in any way?) but he’s a genius organiser and outsourcer who built his businesses and made a ton of money. Who could be better to be high up in government in the UK? After all, to be in USA government finance, don’t you have to have worked for Goldman Sachs?

  • Steve Ollington

    I totally disagree… because of those scandals the people want to see a clean, transparent government that is not motivated by personal greed to do things that are untoward. To me, this is a signal of Shapps’ attitude and it’s not good enough that Cameron is putting people with such “red flags” into their positions of authority.

    I want genuine decent and ethical people making policies, I suspect most do!

  • Danny Sullivan

    You think an article about a major political figure not worry about Google rules isn’t relevant? I certainly think it is, or I wouldn’t have spent the time on it. We’re in the middle of one of the biggest battles that Google has ever waged against spam, to the degree it even banned an SEO firm from its listings temporarily for selling links, but this business seems to be untouched? That’s noteworthy, regardless of however you land on the Google spam fighting debate.

  • Danny Sullivan

    Thanks for the comment, Jon — interesting to hear.

  • Danny Sullivan

    I think others in the SEO space would like to be informed of this. And no, I disagree. There is a difference between SEO and making actual claims.

  • David Smith

    “I want genuine decent and ethical people making policies, I suspect most do!”

    That’s a nebulous statement. Wanting something and describing reality are two different universes. If you want decent and ethical people making policies, then the only way to achieve this is to overhaul the entire political system. The political system itself encourages corruption and deceit by making all politicians unaccountable for their actions. Calling out an individual MP for having a naff and sleazy (and legal) SEO business is a non-story compared to looking at the vast majority of MPs who legally avoid paying taxes, and use tax payer’s money for their own personal “expenses” by lying about the kind of expenses they need to perform their political duties. This kind of corruption is cross-party and it’s caused by the system itself.

  • Richard Thomas

    Thanks for sharing this info – cant believe some here are dismissing this as irrelevant?

  • Maurice Walshe

    Allan Shgar sits on the labour benches in the lords you might have heard of him :-) and there are more Labour MPs who have had jobs outside of polatics than Tory or Lib Dem – John Robertson MP was a LCM in BT (for US readers manged a team of telco linemen)

    We could certainly do with mor eMP’s that have had real jobs and less lawyers and professional polaticians :-)

  • Steve Ollington

    So you’re saying that due to a lack of integrity we should all just give up completely and allow it to get worse?!

    Whilst there is unfortunately some corruption in the UK government, it’s nothing compared to what some other countries must put up with. That, is down to free speech, freedom of the press, and people’s willingness to push for change. Just because something isn’t perfect doesn’t mean we should all stop trying to improve it, or complaining about the issues. It may not improve dramatically and instantly but the shifting moral Zeitgeist is clear, and doing or saying nothing not only hinders that, it allows it to slip back!

  • Steve Ollington

    Not all, we have Evan Harris… lost his seat (ridiculously, due to a slur campaign by the Daily Mail) but he’s still in the mix, and he’s actually totally honest and competent.

  • Chris McGiffen

    I would be surprised if Google can’t detect this sort of fluff, just look at why these pages don’t read very well – there are words following words that you won’t see on any decently written English language page. A comparably simple task for Google to detect this language use, and flag the culprit pages as low quality I reckon. I can see why Google would index them, they could just be in poor English, but at the same time why they would never rank for any reasonably decent query.

  • Scott Boyd

    Looks like Google’s taken action: – the Golf site, amongst others, has been completely removed from the index.

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