Industry Context — Common BS Fingerprints in Food, Restaurants & Delivery
The Duke of York
(http://www.thedukeofyork.com) 📸 Data Snapshot: May 22, 2026Analyze 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 The Duke of York – Duke of York (http://www.thedukeofyork.com)
The Duke of York – Duke of York
NAV_HEADER_HEADING_REPEATED_FOOTER Menu – Duke of York (http://thedukeofyork.com/menu/)
Menu – Duke of York
NAV_HEADER_HEADING_REPEATED_FOOTER What's on? – Duke of York (http://thedukeofyork.com/whats-on/)
What's on? – Duke of York
NAV_HEADER_HEADING_REPEATED_FOOTER Contact Us – Duke of York (http://thedukeofyork.com/contact-us/)
Contact Us – Duke of York
NAV_HEADER_HEADING_REPEATED_FOOTER About Us – Duke of York (http://thedukeofyork.com/about-us/)
About Us – Duke of York
NAV_HEADER_HEADING_REPEATED_FOOTER Find us – Duke of York (http://thedukeofyork.com/find-us/)
Find us – Duke of York
📝 The Narrative — clean text per page (Info Density · Semantic Coherence)
HOMEPAGE · THIN (http://www.thedukeofyork.com) The Duke of York – Duke of York
[H2] WELCOME TO THE DUKE OF YORK, ST JOHNS WOOD Welcome to the Duke of York, a traditional pub located in the heart of St. John’s Wood. Minutes away from Abbey Road Studios, and Lord’s Cricket Ground. We are proud to offer an inviting atmosphere where you can enjoy a delicious meal, a refreshing pint, and great company. Classic pub dishes favourites are our staple, as well as some more ‘modern’ dishes made with love. We also have a wide selection of great beers, wines and cocktails to choose from. Whether you’re looking for a casual lunch, a dinner with friends, a special occasion or somewhere to visit after a day of cricket at Lords, the Duke of York is the perfect spot. 2 St Anne’s Terrace, St Johns Wood, London, NW8 6PJ Opens 11AM Monday to Saturday and 12PM Sundays
SUB-PAGE · THIN (http://thedukeofyork.com/menu/) Menu – Duke of York
: [H2] Our Menu
SUB-PAGE · THIN (http://thedukeofyork.com/whats-on/) What's on? – Duke of York
[H2] Click thru to see the latest news & schedule. Lord's Fixture
SUB-PAGE · THIN (http://thedukeofyork.com/contact-us/) Contact Us – Duke of York
Get in touch [H2] Contact Have an enquiry? Get in touch now
SUB-PAGE · THIN (http://thedukeofyork.com/about-us/) About Us – Duke of York
[H2] IS TO LIVE BY ‘WHAT WE STAND FOR' GENUINE HOSPITALITY Every customer feels genuinely welcomed and looked after. ONE TEAM We work with and for one another. ACCOUNTABILITY We do what we said we’d do, never shirking responsibility. POSITIVE IMPACT On society and the environment.
SUB-PAGE · THIN (http://thedukeofyork.com/find-us/) Find us – Duke of York
Info [H2] Duke of York 2 St Anne’s Terrace, St Johns Wood, London, NW8 6PJ 020 3609 9032 Opening Hours Monday 11am – 10pm Tuesday 11am – 10pm Wednesday 11am – 11pm Thursday 11am – 11pm Friday 11am – 11pm Saturday 11am – 11pm Sunday 12pm – 10pm Underground: St Johns Wood
🛡️ Trust Signals — reviews, proof links, trust-theatre flag (Trust & Proof)
| Page | Reviews | Proof links |
|---|---|---|
| / (home) | 10 | 0 |
| /menu/ | 4 | 0 |
| /whats-on/ | 4 | 0 |
| /contact-us/ | 10 | 0 |
| /about-us/ | 4 | 0 |
| /find-us/ | 10 | 0 |
🔗 Identity & Technical Layer — schema JSON-LD: identity chains, entity gaps (Identity & Authority)
Homepage schema
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "WebPage",
"@id": "https://thedukeofyork.com/",
"url": "https://thedukeofyork.com/",
"name": "The Duke of York - Duke of York",
"isPartOf": {
"@id": "https://thedukeofyork.com/#website"
},
"datePublished": "2023-03-02T07:53:24+00:00",
"dateModified": "2024-08-16T09:47:16+00:00",
"breadcrumb": {
"@id": "https://thedukeofyork.com/#breadcrumb"
},
"inLanguage": "en-US",
"potentialAction": [
{
"@type": "ReadAction",
"target": [
"https://thedukeofyork.com/"
]
}
]
},
{
"@type": "BreadcrumbList",
"@id": "https://thedukeofyork.com/#breadcrumb",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home"
}
]
},
{
"@type": "WebSite",
"@id": "https://thedukeofyork.com/#website",
"url": "https://thedukeofyork.com/",
"name": "Duke of York",
"description": "",
"potentialAction": [
{
"@type": "SearchAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://thedukeofyork.com/?s={search_term_string}"
},
"query-input": {
"@type": "PropertyValueSpecification",
"valueRequired": true,
"valueName": "search_term_string"
}
}
],
"inLanguage": "en-US"
}
]
}
/menu/
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "WebPage",
"@id": "https://thedukeofyork.com/menu/",
"url": "https://thedukeofyork.com/menu/",
"name": "Menu - Duke of York",
"isPartOf": {
"@id": "https://thedukeofyork.com/#website"
},
"datePublished": "2023-03-02T08:58:25+00:00",
"dateModified": "2026-05-02T09:38:27+00:00",
"breadcrumb": {
"@id": "https://thedukeofyork.com/menu/#breadcrumb"
},
"inLanguage": "en-US",
"potentialAction": [
{
"@type": "ReadAction",
"target": [
"https://thedukeofyork.com/menu/"
]
}
]
},
{
"@type": "BreadcrumbList",
"@id": "https://thedukeofyork.com/menu/#breadcrumb",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://thedukeofyork.com/"
},
{
"@type": "ListItem",
"position": 2,
"name": "Menu"
}
]
},
{
"@type": "WebSite",
"@id": "https://thedukeofyork.com/#website",
"url": "https://thedukeofyork.com/",
"name": "Duke of York",
"description": "",
"potentialAction": [
{
"@type": "SearchAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://thedukeofyork.com/?s={search_term_string}"
},
"query-input": {
"@type": "PropertyValueSpecification",
"valueRequired": true,
"valueName": "search_term_string"
}
}
],
"inLanguage": "en-US"
}
]
}
/whats-on/
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "WebPage",
"@id": "https://thedukeofyork.com/whats-on/",
"url": "https://thedukeofyork.com/whats-on/",
"name": "What's on? - Duke of York",
"isPartOf": {
"@id": "https://thedukeofyork.com/#website"
},
"datePublished": "2023-03-02T10:08:32+00:00",
"dateModified": "2024-08-05T14:54:28+00:00",
"breadcrumb": {
"@id": "https://thedukeofyork.com/whats-on/#breadcrumb"
},
"inLanguage": "en-US",
"potentialAction": [
{
"@type": "ReadAction",
"target": [
"https://thedukeofyork.com/whats-on/"
]
}
]
},
{
"@type": "BreadcrumbList",
"@id": "https://thedukeofyork.com/whats-on/#breadcrumb",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://thedukeofyork.com/"
},
{
"@type": "ListItem",
"position": 2,
"name": "What’s on?"
}
]
},
{
"@type": "WebSite",
"@id": "https://thedukeofyork.com/#website",
"url": "https://thedukeofyork.com/",
"name": "Duke of York",
"description": "",
"potentialAction": [
{
"@type": "SearchAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://thedukeofyork.com/?s={search_term_string}"
},
"query-input": {
"@type": "PropertyValueSpecification",
"valueRequired": true,
"valueName": "search_term_string"
}
}
],
"inLanguage": "en-US"
}
]
}
/contact-us/
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "WebPage",
"@id": "https://thedukeofyork.com/contact-us/",
"url": "https://thedukeofyork.com/contact-us/",
"name": "Contact Us - Duke of York",
"isPartOf": {
"@id": "https://thedukeofyork.com/#website"
},
"datePublished": "2024-07-23T16:14:30+00:00",
"dateModified": "2024-07-23T17:22:07+00:00",
"breadcrumb": {
"@id": "https://thedukeofyork.com/contact-us/#breadcrumb"
},
"inLanguage": "en-US",
"potentialAction": [
{
"@type": "ReadAction",
"target": [
"https://thedukeofyork.com/contact-us/"
]
}
]
},
{
"@type": "BreadcrumbList",
"@id": "https://thedukeofyork.com/contact-us/#breadcrumb",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://thedukeofyork.com/"
},
{
"@type": "ListItem",
"position": 2,
"name": "Contact Us"
}
]
},
{
"@type": "WebSite",
"@id": "https://thedukeofyork.com/#website",
"url": "https://thedukeofyork.com/",
"name": "Duke of York",
"description": "",
"potentialAction": [
{
"@type": "SearchAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://thedukeofyork.com/?s={search_term_string}"
},
"query-input": {
"@type": "PropertyValueSpecification",
"valueRequired": true,
"valueName": "search_term_string"
}
}
],
"inLanguage": "en-US"
}
]
}
/about-us/
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "WebPage",
"@id": "https://thedukeofyork.com/about-us/",
"url": "https://thedukeofyork.com/about-us/",
"name": "About Us - Duke of York",
"isPartOf": {
"@id": "https://thedukeofyork.com/#website"
},
"datePublished": "2023-09-28T15:35:13+00:00",
"dateModified": "2025-12-15T12:18:50+00:00",
"breadcrumb": {
"@id": "https://thedukeofyork.com/about-us/#breadcrumb"
},
"inLanguage": "en-US",
"potentialAction": [
{
"@type": "ReadAction",
"target": [
"https://thedukeofyork.com/about-us/"
]
}
]
},
{
"@type": "BreadcrumbList",
"@id": "https://thedukeofyork.com/about-us/#breadcrumb",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://thedukeofyork.com/"
},
{
"@type": "ListItem",
"position": 2,
"name": "About Us"
}
]
},
{
"@type": "WebSite",
"@id": "https://thedukeofyork.com/#website",
"url": "https://thedukeofyork.com/",
"name": "Duke of York",
"description": "",
"potentialAction": [
{
"@type": "SearchAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://thedukeofyork.com/?s={search_term_string}"
},
"query-input": {
"@type": "PropertyValueSpecification",
"valueRequired": true,
"valueName": "search_term_string"
}
}
],
"inLanguage": "en-US"
}
]
}
/find-us/
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "WebPage",
"@id": "https://thedukeofyork.com/find-us/",
"url": "https://thedukeofyork.com/find-us/",
"name": "Find us - Duke of York",
"isPartOf": {
"@id": "https://thedukeofyork.com/#website"
},
"datePublished": "2023-03-02T10:21:49+00:00",
"dateModified": "2024-11-18T20:32:08+00:00",
"breadcrumb": {
"@id": "https://thedukeofyork.com/find-us/#breadcrumb"
},
"inLanguage": "en-US",
"potentialAction": [
{
"@type": "ReadAction",
"target": [
"https://thedukeofyork.com/find-us/"
]
}
]
},
{
"@type": "BreadcrumbList",
"@id": "https://thedukeofyork.com/find-us/#breadcrumb",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://thedukeofyork.com/"
},
{
"@type": "ListItem",
"position": 2,
"name": "Find us"
}
]
},
{
"@type": "WebSite",
"@id": "https://thedukeofyork.com/#website",
"url": "https://thedukeofyork.com/",
"name": "Duke of York",
"description": "",
"potentialAction": [
{
"@type": "SearchAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://thedukeofyork.com/?s={search_term_string}"
},
"query-input": {
"@type": "PropertyValueSpecification",
"valueRequired": true,
"valueName": "search_term_string"
}
}
],
"inLanguage": "en-US"
}
]
}
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.
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.
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.
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.
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.
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.
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.
Based on 2707 businesses audited.
The Duke of York has 25.6 points more BS than the average for Food, Restaurants & Delivery.
Food, Restaurants & Delivery BS: The Duke of York (www.thedukeofyork.com)
This is a low-substance ‘ghost’ site that uses the geographic proximity to Lord’s Cricket Ground as a crutch for missing operational transparency. It is high in trust theatre, displaying review numbers that lack any external verification or source links. The failure to populate core pages like the Menu with actual content makes the site’s marketing claims feel entirely hollow.
Immediately populate the Menu page with a full list of dishes, ingredients, and prices to fulfill the ‘Wine & Dine’ promise. Add a verified Food Hygiene Rating badge and link it to the official government source. Replace the generic ‘Our Mission’ text with specific examples of the ‘Positive Impact’ claimed, such as local charity partners or sustainable sourcing practices. Update the JSON-LD schema to include the Restaurant type with specific sameAs links to official social profiles and review platforms.
The content perfectly aligns with the Traditional Pub and Restaurant category, emphasizing its proximity to Lord’s Cricket Ground and Abbey Road Studios. However, the substance of the food and beverage offering is entirely absent from the provided text data.
“The score of 68 is primarily driven by the 'Information Density' and 'Trust and Proof' pillars. The total lack of substance on the Menu page (16 characters) and the presence of unverified review counts across all pages (Trust Theatre) significantly inflate the BS rating. While the site provides basic contact info, it fails almost every other test of industry-specific proof and transparency.”
This training module utilizes a snapshot of public data from The Duke of York, captured on May 22, 2026, to demonstrate how machine logic evaluates different types of business narratives.
Purpose: This data is presented under “Fair Use” / “Educational Exception” for the purpose of forensic semantic analysis, allowing users to compare human intuition against machine-generated evaluations.
Notice to The Duke of York: This analysis is part of a non-adversarial audit conducted by 1 Euro SEO. The results provided by 1EuroSEO are intended as professional feedback to help improve any website’s machine-readability and authority signals. The 1EuroSEO BS Detection Tool is a free tool, and anyone can test any company to see how their content is interpreted by AI models.
Any company can use the insights for free and improve its voice by comparing it to industry clichés or competitors. When a company has updated its content, it can always submit a new audit request, which will be reflected in a new current score.
To all users: You are encouraged to visit the live site at http://www.thedukeofyork.com to view the most current version of its content and learn from the source what this company is about and what it offers.