Training Example: Durham University – Review the Data, Give Your Score & Compare to the Real AI Evaluation

Industry Context — Common BS Fingerprints in Education, Schools & Universities
Generic Claims: world-class education, preparing leaders of tomorrow, nurturing potential, outstanding results…
Red Flags: no accreditation details from recognized bodies, graduation rate or employment statistics absent, faculty listed without qualifications, aggressive enrollment marketing with guaranteed outcomes…
Semantic Drift Patterns: homepage claims research-led but no research output listed, claims small class sizes but no student-to-staff ratios given, homepage promotes employability but no employment statistics provided, claims industry connections but no named employer partnerships…
Proof Expectations: accreditation body and registration details, published inspection or assessment results (Ofsted, QAA), specific student outcome statistics (graduation rates, employment rates), named faculty with verifiable qualifications…

Durham University

(https://dur.ac.uk) 📸 Data Snapshot: June 20, 2026

Analyze the raw signals below. How would a machine score this business’s credibility?

Here are the exact signals captured from up to six pages of the site — the same raw inputs the evaluation engine analyzed. They are grouped by signal type so you can weigh each the way the machine does.

🏗️ Semantic Structure — heading hierarchy & page identity (Info Density · Commodity Fingerprint)
HOMEPAGE Durham University (https://dur.ac.uk)
Title

Durham University

Meta

Durham University Homepage

H2 Study sub-menu
H2 Wider Student Experience sub-menu
H2 Student support sub-menu
H2 Research and business sub-menu
H2 Global Durham sub-menu
H2 Visit us sub-menu
H2 QS World University Rankings 2027: ranked 85th
H2 Find a course
H2 Discover
H2 Your next steps
H2 Research impact at Durham
H2 What's new?
H2 Upcoming events
H2 From our Student Blogs:
H2 Professor Sir Carlos Frenk – a life inspired by the wonders of the Universe
H3 Discover postgraduate study at Durham
H3 Alumni Fee Scholarship
H3 Durham Master's Bursaries
H3 Welcome to new alumni
H3 Undergraduate study
H3 Postgraduate study
H3 Chat to us
H3 Open days
H3 Undergraduate study
H3 Postgraduate study
H3 Chat to us
H3 Open days
H3 Knighthood for world-leading cosmologist Professor Carlos Frenk
H3 New mission to explore ocean’s response to climate change
H3 Durham researchers recognised with Royal Society of Chemistry Horizon Prize
H3 Durham alumna Mo Mowlam honoured with blue plaque at Trevelyan College
H3 Wallace & Gromit studio co-founder and alumnus David Sproxton honoured by The King
H3 Chief Medical Officer visits groundbreaking £4.2 million health research initiative
H3 Strengthening our partnerships with Korea
H3 Knighthood for world-leading cosmologist Professor Carlos Frenk
H3 New mission to explore ocean’s response to climate change
H3 Durham researchers recognised with Royal Society of Chemistry Horizon Prize
H3 Durham alumna Mo Mowlam honoured with blue plaque at Trevelyan College
H3 Wallace & Gromit studio co-founder and alumnus David Sproxton honoured by The King
H3 Chief Medical Officer visits groundbreaking £4.2 million health research initiative
H3 Strengthening our partnerships with Korea
H3 Exploring the hidden histories of the female body
H3 Professor David Alexander appointed trustee of the Royal Astronomical Society
H3 Parents need better guidance on how to use baby carriers safely
H3 Exploring the hidden histories of the female body
H3 Professor David Alexander appointed trustee of the Royal Astronomical Society
H3 Parents need better guidance on how to use baby carriers safely
H3 Acclaimed actress Charlotte Riley reflects on her time at Durham
H3 Global pioneers and leaders to be honoured at Summer Congregation
H3 Unifresher 2027 Rankings
H3 Acclaimed actress Charlotte Riley reflects on her time at Durham
H3 Global pioneers and leaders to be honoured at Summer Congregation
H3 Unifresher 2027 Rankings
H3 One of the world’s most important climate threats has an image problem
H3 Baby slings: what the evidence says about benefits, risks and safe use
H3 Could it be aliens? From Cheyava Falls on Mars to exoplanet K2 18b – here’s what scientists really think
H3 One of the world’s most important climate threats has an image problem
H3 Baby slings: what the evidence says about benefits, risks and safe use
H3 Could it be aliens? From Cheyava Falls on Mars to exoplanet K2 18b – here’s what scientists really think
H3 Strengthening digital confidence through community partnerships
H3 North East England universities and North East Mayor launch £22.5m fund to convert research into new businesses
H3 Durham and Japan: Driving forward global solutions
H3 Strengthening digital confidence through community partnerships
H3 North East England universities and North East Mayor launch £22.5m fund to convert research into new businesses
H3 Durham and Japan: Driving forward global solutions
H3 Postgraduate Open Day
H3 Undergraduate Open Day
H3 MG Car Display
H3 清閨澤華——黃金澤宜珍藏特展 Everyday Elegance: Daily Lives of Women in Late Qing China
H3 Postgraduate Open Day
H3 Undergraduate Open Day
H3 MG Car Display
H3 清閨澤華——黃金澤宜珍藏特展 Everyday Elegance: Daily Lives of Women in Late Qing China
HEADING_REPEATED_BODY_FOOTER Search – Durham University (https://dur.ac.uk/search/)
Title

Search – Durham University

H2 Study sub-menu
H2 Wider Student Experience sub-menu
H2 Student support sub-menu
H2 Research and business sub-menu
H2 Global Durham sub-menu
H2 Visit us sub-menu
H2 Filter & sort results
H2 Search results
NAV_HEADER_HEADING_REPEATED_BODY Undergraduate – Durham University (https://dur.ac.uk/study/undergraduate/)
Title

Undergraduate – Durham University

H1 Undergraduate study
H2 Study sub-menu
H2 Wider Student Experience sub-menu
H2 Student support sub-menu
H2 Research and business sub-menu
H2 Global Durham sub-menu
H2 Visit us sub-menu
H2 Explore
H2 Find a course
H2 Be curious. Be you.
H2 Why study at Durham
H2 Your next steps
H2 Undergraduate scholarships
H2 For offer holders
H2 Be inspired. Be you.
H2 Hear from our students
H2 Pathway programmes
H2 From our Student Blogs:
H2 Holding an offer from us?
H3 Upcoming events
H3 Fees and funding
H3 Entry requirements
H3 Fair access and widening participation
H3 Upcoming events
H3 Fees and funding
H3 Entry requirements
H3 Fair access and widening participation
H3 Your Durham offer
H3 Before you arrive
H3 Essential guide for parents
H3 Clearing
H3 Your Durham offer
H3 Before you arrive
H3 Essential guide for parents
H3 Clearing
H3 Chat with a student
H3 What being a student at Durham is really like
H3 Chat with a student
H3 What being a student at Durham is really like
NAV_HEADER_HEADING_REPEATED_BODY Postgraduate – Durham University (https://dur.ac.uk/study/postgraduate/)
Title

Postgraduate – Durham University

H1 Postgraduate study
H2 Study sub-menu
H2 Wider Student Experience sub-menu
H2 Student support sub-menu
H2 Research and business sub-menu
H2 Global Durham sub-menu
H2 Visit us sub-menu
H2 Explore
H2 Find a course
H2 Find out more about studying at Durham
H2 Postgraduate Taught degrees
H2 Postgraduate Research
H2 Considering staying on for Postgrad?
H2 Financial support
H2 Hear from our students
H2 World-class students. World-class facilities.
H2 Your next steps
H2 International Study Centre
H2 Visa information
H2 Get in touch
H3 Updates to my inbox
H3 Upcoming events
H3 Get a prospectus
H3 Chat with us
H3 Updates to my inbox
H3 Upcoming events
H3 Get a prospectus
H3 Chat with us
H3 Research degrees
H3 Durham Centre for Academic Development
H3 Research degrees
H3 Durham Centre for Academic Development
H3 Postgraduate scholarships
H3 Durham Master's Bursaries
H3 Cost of Living Hub
H3 Postgraduate scholarships
H3 Durham Master's Bursaries
H3 Cost of Living Hub
H3 Chat with a student
H3 What being a student at Durham is really like
H3 Chat with a student
H3 What being a student at Durham is really like
H3 Fees and funding
H3 Scholarships
H3 Applying to Durham
H3 Visit us
H3 Fees and funding
H3 Scholarships
H3 Applying to Durham
H3 Visit us
H3 Postgraduate Admissions
📝 The Narrative — clean text per page (Info Density · Semantic Coherence)
HOMEPAGE (https://dur.ac.uk) Durham University
Popular searches:

History
Engineering
Psychology
Geography
Physics
Law

View all courses

[H2] Discover

[H3]

Discover postgraduate study at Durham

Join us on Saturday 27 June to discover inspiring courses, expert teaching, vibrant college communities, and where a Durham postgraduate degree could take you.

[IMG: Three students]

[H3]

Alumni Fee Scholarship

Supporting Durham graduates looking to undertake a postgraduate degree.

[IMG: A group of four students smiling and chatting.]

[H3]

Durham Master's Bursaries

Supporting UK students from low and middle-income households with postgraduate study starting in 2026.

[IMG: a person wearing a blue shirt and smiling at the camera]

[H3]

Welcome to new alumni

Summer Congregation is just around the corner, but graduation isn't the end of your Durham journey. Find out how to connect with our global alumni network, access alumni benefits and careers support, and get involved with alumni community events.

[IMG: Students in gowns walking across Palace Green]

[H2]
Your next steps

[H3]

Undergraduate study

[IMG: Icon of a student holding a book]

[H3]

Postgraduate study

[IMG: Icon of a student holding a book with a graduation cap on their head]

[H3]

Chat to us

[IMG: Speech bubble icon on a purple background]

[H3]

Open days

[IMG: Calendar purple icon]

[H3]

Undergraduate study

[IMG: TIcon of a student holding a book]

[H3]

Postgraduate study

[IMG: Icon of a student holding a book with a graduation cap on their head]

[H3]

Chat to us

[IMG: Speech bubble icon on a purple background]

[H3]

Open days

[IMG: Calendar purple icon]

[IMG: A hand holding a digitalised version of the globe]

[H2]
Research impact at Durham

We conduct innovative and impactful research to transform lives and make a difference, globally and locally: research to empower and inspire.

Discover more about our research impact

[H2]
What's new?

Filter:

What's new?

Research news

Student news

Thought leadership

Business & community

[H3]

Knighthood for world-leading cosmologist Professor Carlos Frenk

Professor Carlos Frenk – who is behind one of the foremost theories of the evolution of the Universe – has been knighted in The King’s Birthday Honours.

Global research

[IMG: A man with white hair and glasses, wearing a cream linen jacket and blue shirt smiles at the camera]

[H3]

New mission to explore ocean’s response to climate change

We’re part of a major international mission to better understand how the ocean is responding to climate change.

Global research

[IMG: A group of men and women dressed casually smiling on the deck of a ship with bright blue sky and dark blue ocean in the background.]

[H3]

Durham researchers recognised with Royal Society of Chemistry Horizon Prize

Researchers from our top-rated Chemistry and Biosciences Departments have been recognised as part of an international team awarded a prestigious 2026 Horizon Prize by the Royal Society of Chemistry (RSC).

Research news

[IMG: NTD TEAM]

[H3]

Durham alumna Mo Mowlam honoured with blue plaque at Trevelyan College

Dr Marjorie “Mo” Mowlam, one of the most influential figures in modern British politics and our esteemed alumna, has been honoured with a blue plaque at her former college. The plaque recognises both her time at Durham University and her remarkable contribution to peace and public service.

Durham news

[IMG: (Left to right) Lucian Hudson, Durham University, Councillor Carole Lattin, Jean Jacques, Mo’s sister, Baroness Hilary Armstrong, Sir Adam Ingram, and Professor Karen O’Brien, Vice-Chancellor and Warden of Durham University.]

[H3]

Wallace & Gromit studio co-founder and alumnus David Sproxton honoured by The King

Durham alumnus David Sproxton, CBE – co-founder and trustee of the animation studio behind Wallace & Gromit – has been knighted in The King’s Birthday Honours.

Alumni news

[IMG: A man in wearing red academic robes and a black academic cap smiles at the camera. In front of him are models of the characters Morph and Wallace & Gromit]

[H3]

Chief Medical Officer visits groundbreaking £4.2 million health research initiative

England’s Chief Medical Officer praised a pioneering new research institute we’re helping deliver that could transform the early detection and prevention of disease.

Durham news

[IMG: A group of men and women in office attire smiling at the camera.]

[H3]

Strengthening our partnerships with Korea

With Korea’s recent association to Horizon Europe, Professor Claire O’Malley, Pro Vice-Chancellor (Global), recently visited Seoul where she met with university leaders, research funding agencies, our alumni community and the National Museum of Korea to further enhance our research, academic, and cultural partnerships.

Global research

[IMG: A group of people standing together at an event with Durham bear]

[H3]

Knighthood for world-leading cosmologist Professor Carlos Frenk

Professor Carlos Frenk – who is behind one of the foremost theories of the evolution of the Universe – has been knighted in The King’s Birthday Honours.

Global research

[IMG: A man with white hair and glasses, wearing a cream linen jacket and blue shirt smiles at the camera]

[H3]

New mission to explore ocean’s response to climate change

We’re part of a major international mission to better understand how the ocean is responding to climate change.

Global research

[IMG: A group of men and women dressed casually smiling on the deck of a ship with bright blue sky and dark blue ocean in the background.]

[H3]

Durham researchers recognised with Royal Society of Chemistry Horizon Prize

Researchers from our top-rated Chemistry and Biosciences Departments have been recognised as part of an international team awarded a prestigious 2026 Horizon Prize by the Royal Society of Chemistry (RSC).

Research news

[IMG: NTD TEAM]

[H3]

Durham alumna Mo Mowlam honoured with blue plaque at Trevelyan College

Dr Marjorie “Mo” Mowlam, one of the most influential figures in modern British politics and our esteemed alumna, has been honoured with a blue plaque at her former college. The plaque recognises both her time at Durham University and her remarkable contribution to peace and public service.

Durham news

[IMG: (Left to right) Lucian Hudson, Durham University, Councillor Carole Lattin, Jean Jacques, Mo’s sister, Baroness Hilary Armstrong, Sir Adam Ingram, and Professor Karen O’Brien, Vice-Chancellor and Warden of Durham University.]

[H3]

Wallace & Gromit studio co-founder and alumnus David Sproxton honoured by The King

Durham alumnus David Sproxton, CBE – co-founder and trustee of the animation studio behind Wallace & Gromit – has been knighted in The King’s Birthday Honours.

Alumni news

[IMG: A man in wearing red academic robes and a black academic cap smiles at the camera. In front of him are models of the characters Morph and Wallace & Gromit]

[H3]

Chief Medical Officer visits groundbreaking £4.2 million health research initiative

England’s Chief Medical Officer praised a pioneering new research institute we’re helping deliver that could transform the early detection and prevention of disease.

Durham news

[IMG: A group of men and women in office attire smiling at the camera.]

[H3]

Strengthening our partnerships with Korea

With Korea’s recent association to Horizon Europe, Professor Claire O’Malley, Pro Vice-Chancellor (Global), recently visited Seoul where she met with university leaders, research funding agencies, our alumni community and the National Museum of Korea to further enhance our research, academic, and cultural partnerships.

Global research

[IMG: A group of people standing together at an event with Durham bear]

More news

[H3]

Exploring the hidden histories of the female body

For many women, childbirth is transformative. For Dr Erin Maglaque from our Department of History, it also sparked an exploration into how history has shaped understanding, expectation and perceptions of the female body.

Global research

[IMG: Seventeenth century illustrations of women undertaking what were considered feminine occupations such as cooking, sewing and weaving]

[H3]

Professor David Alexander appointed trustee of the Royal Astronomical Society

Professor David Alexander from our top-rated Physics Department has been elected as a trustee of the Royal Astronomical Society (RAS), one of the UK's leading organisations for astronomy and geophysics.

Research news

[IMG: Prof Dave Alexander]

[H3]

Parents need better guidance on how to use baby carriers safely

New parents receive little guidance on how to use a baby sling or carrier safely, according to new research.

Research news

[IMG: Baby asleep in a sling]

[H3]

Exploring the hidden histories of the female body

For many women, childbirth is transformative. For Dr Erin Maglaque from our Department of History, it also sparked an exploration into how history has shaped understanding, expectation and perceptions of the female body.

[IMG: Seventeenth century illustrations of women undertaking what were considered feminine occupations such as cooking, sewing and weaving]

[H3]

Professor David Alexander appointed trustee of the Royal Astronomical Society

Professor David Alexander from our top-rated Physics Department has been elected as a trustee of the Royal Astronomical Society (RAS), one of the UK's leading organisations for astronomy and geophysics.

[IMG: Prof Dave Alexander]

[H3]

Parents need better guidance on how to use baby carriers safely

New parents receive little guidance on how to use a baby sling or carrier safely, according to new research.

[IMG: Baby asleep in a sling]

[H3]

Acclaimed actress Charlotte Riley reflects on her time at Durham

Charlotte Riley has enjoyed a distinguished acting career since she first discovered her love of performing at Durham University. She’s appeared in the hit TV series Peaky Blinders, starred alongside Tom Cruise in The Edge of Tomorrow and won critical acclaim for her breakout role as Cathy in a 2009 TV adaptation of Wuthering Heights. This summer she’ll star in the multi-Emmy-nominated show, Ted Lasso, alongside fellow Durham alum Nick Mohammed.

Alumni news

[IMG: A dark haired woman in a green top smiles looking slightly off-camera]

[H3]

Global pioneers and leaders to be honoured at Summer Congregation

We are to award honorary degrees to nine distinguished individuals, four of whom are alumni, during our Summer Congregation ceremonies, taking place from 1 to 8 July 2026 at Durham Cathedral.

Durham news

[IMG: (From left) Rosemary Coogan, Nick Mohammed, Rachel and Becky Unthank, David Parker, Jon Wilks, Paul Kennedy, Ross Forbes and Marni Myers]

[H3]

Unifresher 2027 Rankings

Durham has been recognised as the UK’s leading Russell Group university in the Unifresher 2027 Rankings, achieving the highest number of subject wins.

Durham news

[IMG: students looking at phone with view of cathedral]

[H3]

Acclaimed actress Charlotte Riley reflects on her time at Durham

Charlotte Riley has enjoyed a distinguished acting career since she first discovered her love of performing at Durham University. She’s appeared in the hit TV series Peaky Blinders, starred alongside Tom Cruise in The Edge of Tomorrow and won critical acclaim for her breakout role as Cathy in a 2009 TV adaptation of Wuthering Heights. This summer she’ll star in the multi-Emmy-nominated show, Ted Lasso, alongside fellow Durham alum Nick Mohammed.

[IMG: A dark haired woman in a green top smiles looking slightly off-camera]

[H3]

Global pioneers and leaders to be honoured at Summer Congregation

We are to award honorary degrees to nine distinguished individuals, four of whom are alumni, during our Summer Congregation ceremonies, taking place from 1 to 8 July 2026 at Durham Cathedral.

[IMG: (From left) Rosemary Coogan, Nick Mohammed, Rachel and Becky Unthank, David Parker, Jon Wilks, Paul Kennedy, Ross Forbes and Marni Myers]

[H3]

Unifresher 2027 Rankings

Durham has been recognised as the UK’s leading Russell Group university in the Unifresher 2027 Rankings, achieving the highest number of subject w
15000 chars
SUB-PAGE · THIN (https://dur.ac.uk/search/) Search – Durham University
[H2] Filter & sort results

Filter & sort results

Filter & sort results

[H2] Search results
144 chars
SUB-PAGE (https://dur.ac.uk/study/undergraduate/) Undergraduate – Durham University
Popular searches:

Law
Finance
Psychology
Economics
Business
Computer Science

View all courses

[H2]
Be curious. Be you.

Find out more about Durham and don't miss out on important information and advice.

[IMG: Updates to my inbox]

Updates to my inbox

[IMG: Ask us]

Ask us

[IMG: Get a prospectus]

Get a prospectus

[H2]
Why study at Durham

Whatever your interests, whatever your passion, we’ve more than likely got a course for you. We currently have 27 departments and schools, offering over 200 undergraduate courses, not to mention postgraduate degrees, both taught and research. We think you’ll be spoilt for choice. Our research-led education will challenge you, inspire you and help you achieve the extraordinary.  
Our distinctive college system and wider student experience programme including drama, music, sport, volunteering, and more will help you to grow and develop as a person.

How to apply

5th in the UK
Guardian University Guide 2026

World Top 100
QS World University Rankings 2027

49th in the world
for employer reputation, QS World University Rankings 2027

88%
of Durham’s graduates were in work or further study 15 months post graduation - Graduate Outcomes Data 2026 (for students who graduated in 2023-24).

[H2]
Your next steps

[H3]

Upcoming events

[IMG: Two Durham students on campus with open day brochures]

[H3]

Fees and funding

[IMG: Students walking down Bow Lane by group sitting on wall]

[H3]

Entry requirements

[IMG: Durham City small]

[H3]

Fair access and widening participation

[IMG: Students studying in the Teaching and Learning Centre]

[H3]

Upcoming events

[IMG: TTwo Durham students on campus with open day brochures]

[H3]

Fees and funding

[IMG: Students walking down Bow Lane by group sitting on wall]

[H3]

Entry requirements

[IMG: Durham City small]

[H3]

Fair access and widening participation

[IMG: Students studying in the Teaching and Learning Centre]

[IMG: A group of students chatting on sofas]

[H2]
Undergraduate scholarships

We offer a range of scholarships for local, home and international students, as well as course, department, college, art, sport or music specific bursaries and awards.

Check your eligibility

[H2]
For offer holders

[H3]

Your Durham offer

[IMG: Magnifying glass over document icon]

[H3]

Before you arrive

[IMG: Bus icon on purple background]

[H3]

Essential guide for parents

[IMG: Computer screen icon]

[H3]

Clearing

[IMG: Clock icon on purple background]

[H3]

Your Durham offer

[IMG: TMagnifying glass over document icon]

[H3]

Before you arrive

[IMG: Bus icon on purple background]

[H3]

Essential guide for parents

[IMG: Computer screen icon]

[H3]

Clearing

[IMG: Clock icon on purple background]

[IMG: This is the image alt text]

[H2]
Be inspired. Be you.

Our collegiate system makes Durham exceptional. Join our supportive community and benefit from our outstanding wider student experience. With students from over 120 countries, Durham University is truly worldwide, based in the beautiful city of Durham, a UNESCO World Heritage Site, in the North East of England.

More about the student experience and our Colleges

[H2]
Hear from our students

[H3]

Chat with a student

Our student ambassadors are here to answer your questions about student life at Durham. They are studying various courses, know our colleges and are from different countries.

[IMG: Two students laugh and chat as they cross Kingsgate Footbridge]

[H3]

What being a student at Durham is really like

Read what our students are up to and learn what studying at Durham really looks like. It might surprise you!

[IMG: Students studying and drinking coffee outside]

[H3]

Chat with a student

Our student ambassadors are here to answer your questions about student life at Durham. They are studying various courses, know our colleges and are from different countries.

[IMG: Two students laugh and chat as they cross Kingsgate Footbridge]

[H3]

What being a student at Durham is really like

Read what our students are up to and learn what studying at Durham really looks like. It might surprise you!

[IMG: Students studying and drinking coffee outside]

[IMG: Students at Queen]

[H2]
Pathway programmes

Our Foundation programmes provide academic preparation for undergraduate study at Durham. The Durham University International Study Centre provides International Foundation Year programmes for international students.

Foundation programmes (UK)

[H2]
From our Student Blogs:

What attracted me to Durham and the North East?

Madeleine explains why she chose to study here.

View our student blog

[IMG: Durham Castle and Cathedral across the River Wear]

[H2]
Holding an offer from us?

Find out everything you need to know about what happens when you receive your results, and how to prepare to join us.

Firm and insurance offer holders
6888 chars
SUB-PAGE · THIN (https://dur.ac.uk/study/postgraduate/) Postgraduate – Durham University

                            
0 chars
🛡️ Trust Signals — reviews, proof links, trust-theatre flag (Trust & Proof)
3Review mentions (all pages)
4External proof links (all pages)
PageReviewsProof links
/ (home) 0 1
/search/ 0 1
/study/undergraduate/ 0 1
/study/postgraduate/ 3 1
🔗 Identity & Technical Layer — schema JSON-LD: identity chains, entity gaps (Identity & Authority)
Homepage — no schema detected (entity gap)
/search/ — no schema detected (entity gap)
/study/undergraduate/ — no schema detected (entity gap)
/study/postgraduate/ — no schema detected (entity gap)

Your Diagnosis

Before revealing the machine’s verdict, predict the BS score for each signal. Higher = more BS (more fluff, less verifiable substance). Drag each slider, then submit to compare your judgment against the engine.

Information Density 0 / 30
Read the Narrative & headings: do hard facts (prices, dates, numbers) outweigh fluff power-words?
Semantic Coherence 0 / 20
Compare the homepage promise against the sub-page reality. Do they hold the same line?
Trust & Proof 0 / 20
Weigh review mentions against actual external proof links. Claims without verification = theatre.
Commodity Fingerprint 0 / 15
Check headings & narrative against the industry clichés in the setup above.
Identity & Authority 0 / 15
Inspect the schema: is there real Organization/Person identity with sameAs links, or gaps?
Your predicted BS score 0 / 100
💡 Stuck? Reveal the heuristic lens — how the deterministic page-auditor reads each signal (no AI, pure pattern rules)

These are the structural rules a local, deterministic auditor applies — the same lens you can use to judge each signal. They describe what to look for, not this company’s result.

Information Density

Classify each sentence as substantive or hollow. Grounding markers — numbers, currencies, dates, technical units, named entities — outweigh marketing adjectives. When fluff sits right next to hard evidence, the fluff is forgiven.

Semantic Alignment

Pull the main entities out of the H1, then check whether they actually recur through the body. A page that announces one thing and then talks about another drifts. Headings with no real sentences underneath read as pseudo-substance.

Trust & Proof

Count trust words (review, testimonial, rating, verified) against real outbound proof links (Google, Trustpilot, Clutch, G2, Yelp). Lots of trust language with zero verification links is trust theatre. Unlinked logo galleries count against it.

Commodity Fingerprint

Look at how much sentence length varies. Natural writing varies its rhythm; templated or mass-produced copy is statistically uniform. Very low variation reads as commodity content — unless unique named entities break the pattern.

Identity & Authority

Inspect the JSON-LD. Is there an Organization or Person schema, and does it carry sameAs links to real external profiles (LinkedIn, socials)? Missing schema or no identity declaration signals an anonymous entity.

Want to apply this lens yourself? The free BS Indicator Chrome extension runs these heuristic checks live on any page. Bear in mind it is a single-page, deterministic tool — it relies only on pattern rules for the page in front of it and does not perform the cross-page semantic correlation this audit uses, so its readout is a starting lens, not the full verdict.

B
BS Level
Education, Schools & Universities
38.5 Avg BS

Based on 815 businesses audited.

BS Detector

Education, Schools & Universities BS: Durham University (dur.ac.uk)

https://dur.ac.uk 📍 Industry: Education, Schools & Universities
31 BS / 100

Durham University provides a masterclass in institutional substance, utilizing specific academic news and global rankings to neutralize standard marketing fluff. While the technical SEO hygiene (empty H1s) and lack of structured data are surprising for an organization of this scale, the content remains low-BS and high-authority. This is a site where the brand prestige is earned through named achievements rather than adjectives.

Info Density Power-words vs. Substance ratio.
7
23% BS
Semantic Coherence Homepage promise vs. Sub-page reality.
2
10% BS
Trust & Proof Verifiable evidence vs. Trust Theatre.
4
20% BS
Commodity Fingerprint Detection of industry clichés/templates.
9
60% BS
Identity & Authority Expert verifiability & Schema depth.
9
60% BS

Populate the empty H1 tag on the homepage with Durham University to align technical SEO with brand authority. Implement comprehensive Organization and Person schema to link named professors directly to their research outputs via sameAs properties. Reduce the use of repetitive H2 menu markers like Global Durham sub-menu in the body text to improve information clarity. Consolidate the multiple instances of Your next steps into a single high-impact call to action to reduce concept repetition.

The content strictly aligns with the Education, Schools and Universities category, focusing on undergraduate/postgraduate recruitment and research dissemination. The site provides specific academic faculty names, departmental structures, and legitimate ranking data consistent with a high-tier Russell Group institution.

“The score of 31 is primarily driven by Commodity Fingerprint and Identity and Authority gaps. While the content is substantive, the heavy reliance on industry-standard university templates and the lack of detected structured data prevent a lower score. Information Density and Semantic Coherence scored exceptionally well due to the high volume of specific, named evidence and tight alignment between recruitment promises and research proof.”

Verified Analysis Date: June 20, 2026 © 1EuroSEO Independent Evaluator — Non-Sponsored Result