Industry Context — Common BS Fingerprints in Media, News & Publishing
Which?
(http://www.which.co.uk) 📸 Data Snapshot: May 21, 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 Which? | Expert testing, reviews and advice – Which? (http://www.which.co.uk)
Which? | Expert testing, reviews and advice – Which?
NAV_HEADING_REPEATED_BODY Which? Free newsletters for everyone – Which? (http://which.co.uk/about-which/which-newsletters-akBCD7z3vgqS/)
Which? Free newsletters for everyone – Which?
NAV_HEADER_HEADING_REPEATED Price Comparison: compare providers and choose wisely – Which? (http://which.co.uk/compare-providers/)
Price Comparison: compare providers and choose wisely – Which?
HEADING_REPEATED_BODY The tumble dryer 'ban': what does it mean for you? – Which? (http://which.co.uk/news/article/the-tumble-dryer-ban-what-does-it-mean-for-you-alPRI3r8KXPx/)
The tumble dryer 'ban': what does it mean for you? – Which?
HEADING_REPEATED_BODY 5 things I'd never do as a broadband expert – Which? (http://which.co.uk/news/article/things-id-never-do-as-a-broadband-expert-aD97M6S0KkCd/)
5 things I'd never do as a broadband expert – Which?
HEADING_REPEATED_BODY I used a robot lawn mower for a month: here's what surprised me – Which? (http://which.co.uk/news/article/i-used-a-robot-lawnmower-for-a-month-heres-what-surprised-me-an8u70B5D4f3/)
I used a robot lawn mower for a month: here's what surprised me – Which?
📝 The Narrative — clean text per page (Info Density · Semantic Coherence)
HOMEPAGE · THIN (http://www.which.co.uk) Which? | Expert testing, reviews and advice – Which?
SUB-PAGE · THIN (http://which.co.uk/about-which/which-newsletters-akBCD7z3vgqS/) Which? Free newsletters for everyone – Which?
SUB-PAGE · THIN (http://which.co.uk/compare-providers/) Price Comparison: compare providers and choose wisely – Which?
SUB-PAGE · THIN (http://which.co.uk/news/article/the-tumble-dryer-ban-what-does-it-mean-for-you-alPRI3r8KXPx/) The tumble dryer 'ban': what does it mean for you? – Which?
SUB-PAGE · THIN (http://which.co.uk/news/article/things-id-never-do-as-a-broadband-expert-aD97M6S0KkCd/) 5 things I'd never do as a broadband expert – Which?
SUB-PAGE · THIN (http://which.co.uk/news/article/i-used-a-robot-lawnmower-for-a-month-heres-what-surprised-me-an8u70B5D4f3/) I used a robot lawn mower for a month: here's what surprised me – Which?
🛡️ Trust Signals — reviews, proof links, trust-theatre flag (Trust & Proof)
| Page | Reviews | Proof links |
|---|---|---|
| / (home) | 110 | 0 |
| /about-which/which-newsletters-akBCD7z3vgqS/ | 51 | 2 |
| /compare-providers/ | 114 | 0 |
| /news/article/the-tumble-dryer-ban-what-does-it-mean-for-you-alPRI3r8KXPx/ | 62 | 2 |
| /news/article/things-id-never-do-as-a-broadband-expert-aD97M6S0KkCd/ | 79 | 2 |
| /news/article/i-used-a-robot-lawnmower-for-a-month-heres-what-surprised-me-an8u70B5D4f3/ | 68 | 2 |
🔗 Identity & Technical Layer — schema JSON-LD: identity chains, entity gaps (Identity & Authority)
Homepage schema
[
{
"@type": "WebPage",
"name": "Which? | Which? | Expert testing, reviews and advice",
"description": "Which? works for you reviewing products and services, so that you make the best purchase decisions for your needs.",
"url": "https://www.which.co.uk",
"@context": "https://schema.org"
},
{
"@context": "https://schema.org",
"@type": "WebSite",
"name": "Which?",
"url": "https://www.which.co.uk",
"publisher": {
"@context": "https://schema.org",
"@type": "Organization",
"name": "Which?",
"slogan": "Which? is the UK’s consumer champion. As an organisation we’re not for profit and all for protecting consumers – a powerful force for good, here to make life simpler, fairer and safer for everyone.",
"url": "https://www.which.co.uk",
"publishingPrinciples": "https://www.which.co.uk/about-which/who-we-are-azQ8t7R93VDg",
"logo": {
"@context": "https://schema.org",
"@type": "ImageObject",
"url": "https://www.which.co.uk/static/images/logo.svg",
"caption": "Which?"
},
"knowsAbout": [
"Product reviews",
"Consumer rights",
"Switching services",
"Trusted traders",
"Wills and power of attorney",
"Family",
"Health",
"Travel",
"Cars",
"TVs",
"Computing",
"Audio",
"Phones",
"Broadband",
"Smart homes",
"Refrigeration appliances",
"Cooking appliances",
"Dishwashing appliances",
"Laundry appliances",
"Vacuum cleaners",
"Wearable technology",
"Audio"
],
"sameAs": [
"https://en.wikipedia.org/wiki/Which%3F",
"https://www.facebook.com/whichuk/",
"https://x.com/whichuk",
"https://www.youtube.com/which",
"https://www.pinterest.co.uk/whichuk/",
"https://www.instagram.com/whichuk/",
"https://www.tiktok.com/@whichuk"
],
"email": "mailto:support@which.co.uk",
"employees": [
{
"@type": "Person",
"name": "Anabel Hoult",
"jobTitle": "CEO",
"image": "https://media.product.which.co.uk/prod/images/article_image_1560px/4a8d56e34709-anabel-houltabout-us.jpg",
"sameAs": [
"https://uk.linkedin.com/in/anabel-hoult/"
]
}
],
"location": [
{
"@type": "Place",
"name": "Which?",
"sameAs": "https://www.which.co.uk",
"telephone": "+442922670000",
"address": {
"@type": "PostalAddress",
"name": "Which?",
"streetAddress": "2 Marylebone Road",
"addressLocality": "London",
"addressRegion": "Greater London",
"postalCode": "NW1 4DF",
"addressCountry": "United Kingdom"
}
}
]
}
},
{
"@context": "https://schema.org",
"@type": "ItemList",
"itemListElement": [
{
"@type": "SiteNavigationElement",
"name": "Which?",
"url": "https://www.which.co.uk"
},
{
"@type": "SiteNavigationElement",
"name": "Technology",
"url": "https://www.which.co.uk/technology"
},
{
"@type": "SiteNavigationElement",
"name": "Appliances",
"url": "https://www.which.co.uk/appliances"
},
{
"@type": "SiteNavigationElement",
"name": "Home & Garden",
"url": "https://www.which.co.uk/home-and-garden"
},
{
"@type": "SiteNavigationElement",
"name": "Money",
"url": "https://www.which.co.uk/money"
},
{
"@type": "SiteNavigationElement",
"name": "Family",
"url": "https://www.which.co.uk/family"
},
{
"@type": "SiteNavigationElement",
"name": "Health",
"url": "https://www.which.co.uk/health"
},
{
"@type": "SiteNavigationElement",
"name": "Cars",
"url": "https://www.which.co.uk/cars"
},
{
"@type": "SiteNavigationElement",
"name": "Travel",
"url": "https://www.which.co.uk/travel"
},
{
"@type": "SiteNavigationElement",
"name": "Consumer Rights",
"url": "https://www.which.co.uk/consumer-rights"
},
{
"@type": "SiteNavigationElement",
"name": "Trusted Traders",
"url": "https://trustedtraders.which.co.uk/"
},
{
"@type": "SiteNavigationElement",
"name": "Wills & power of attorney",
"url": "https://whichwills.which.co.uk/"
},
{
"@type": "SiteNavigationElement",
"name": "Compare Gas & Electricity Suppliers",
"url": "https://energy.which.co.uk/"
},
{
"@type": "SiteNavigationElement",
"name": "Compare Providers",
"url": "https://www.which.co.uk/compare-providers"
}
]
}
]
/about-which/which-newsletters-akBCD7z3vgqS/
[
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "About Which?",
"item": "https://www.which.co.uk/about-which"
},
{
"@type": "ListItem",
"position": 2,
"name": "Free newsletters for everyone"
}
]
},
{
"@context": "http://schema.org",
"@type": "Article",
"mainEntityOfPage": {
"@type": "WebPage",
"@id": "https://www.which.co.uk/about-which/which-newsletters-akBCD7z3vgqS"
},
"headline": "Which? Free newsletters for everyone",
"description": "Get free advice from Which? – you don’t have to be a member to have these newsletters emailed to you regularly.",
"publisher": {
"@type": "Organization",
"name": "Which?",
"logo": {
"@type": "ImageObject",
"url": "https://www.which.co.uk/favicon-512.png",
"width": 512,
"height": 512
}
},
"datePublished": "2022-07-06T08:33:15.375Z",
"dateModified": "2026-03-30T15:45:19.542Z"
}
]
/news/article/the-tumble-dryer-ban-what-does-it-mean-for-you-alPRI3r8KXPx/
[
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "News",
"item": "https://www.which.co.uk/news"
},
{
"@type": "ListItem",
"position": 2,
"name": "Appliances",
"item": "https://www.which.co.uk/news/appliances"
},
{
"@type": "ListItem",
"position": 3,
"name": "Laundry & floorcare",
"item": "https://www.which.co.uk/news/appliances/laundry-floorcare"
},
{
"@type": "ListItem",
"position": 4,
"name": "The tumble dryer 'ban': what does it mean for you?"
}
]
},
{
"@context": "http://schema.org",
"@type": "NewsArticle",
"mainEntityOfPage": {
"@type": "WebPage",
"@id": "https://www.which.co.uk/news/article/the-tumble-dryer-ban-what-does-it-mean-for-you-alPRI3r8KXPx",
"primaryImageOfPage": {
"@type": "ImageObject",
"url": "https://media.product.which.co.uk/prod/images/ar_2to1_1500x750/2d2a7f1d41e6-lead-2.jpg",
"width": "1500",
"height": "750"
}
},
"headline": "The tumble dryer 'ban': what does it mean for you?",
"description": "We explain why the phasing out of inefficient condenser and vented tumble dryers is a good thing, and what this means for UK consumers",
"image": [
{
"@type": "ImageObject",
"url": "https://media.product.which.co.uk/prod/images/ar_2to1_1500x750/2d2a7f1d41e6-lead-2.jpg",
"width": "1500",
"height": "750"
},
{
"@type": "ImageObject",
"url": "https://media.product.which.co.uk/prod/images/ar_16to9_1600x900/2d2a7f1d41e6-lead-2.jpg",
"width": "1600",
"height": "900"
},
{
"@type": "ImageObject",
"url": "https://media.product.which.co.uk/prod/images/ar_4to3_1600x1200/2d2a7f1d41e6-lead-2.jpg",
"width": "1600",
"height": "1200"
},
{
"@type": "ImageObject",
"url": "https://media.product.which.co.uk/prod/images/ar_1to1_1200x1200/2d2a7f1d41e6-lead-2.jpg",
"width": "1200",
"height": "1200"
}
],
"author": {
"@type": "Person",
"name": "Rebecca Jakeman",
"description": "With over six years of product testing experience, Rebecca knows exactly which laundry appliances will cut the mustard - or hopefully just remove it.",
"jobTitle": "Senior researcher & writer",
"image": {
"@type": "ImageObject",
"url": "https://media.product.which.co.uk/prod/images/original/0e5b3bb1749d-rebecca-jakeman-gilde-portrait.jpg",
"caption": "Rebecca Jakeman"
},
"url": "https://www.which.co.uk/author/rebecca-jakeman"
},
"publisher": {
"@type": "Organization",
"name": "Which?",
"logo": {
"@type": "ImageObject",
"url": "https://www.which.co.uk/favicon-512.png",
"width": 512,
"height": 512
}
},
"datePublished": "2026-05-08T04:59:00.000Z",
"dateModified": "2026-05-08T04:59:00.000Z"
}
]
/news/article/things-id-never-do-as-a-broadband-expert-aD97M6S0KkCd/
[
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "News",
"item": "https://www.which.co.uk/news"
},
{
"@type": "ListItem",
"position": 2,
"name": "Technology",
"item": "https://www.which.co.uk/news/technology"
},
{
"@type": "ListItem",
"position": 3,
"name": "Broadband, mobile & TV services",
"item": "https://www.which.co.uk/news/technology/broadband-mobile-tv-services"
},
{
"@type": "ListItem",
"position": 4,
"name": "5 things I'd never do as a broadband expert"
}
]
},
{
"@context": "http://schema.org",
"@type": "NewsArticle",
"mainEntityOfPage": {
"@type": "WebPage",
"@id": "https://www.which.co.uk/news/article/things-id-never-do-as-a-broadband-expert-aD97M6S0KkCd",
"primaryImageOfPage": {
"@type": "ImageObject",
"url": "https://media.product.which.co.uk/undefined",
"width": "1500",
"height": "750"
}
},
"headline": "5 things I'd never do as a broadband expert",
"description": "Years of research have exposed the pitfalls that can lead to skyrocketing broadband bills or terrible service. Find out how to avoid them",
"image": [
{
"@type": "ImageObject",
"url": "https://media.product.which.co.uk/undefined",
"width": "1500",
"height": "750"
},
{
"@type": "ImageObject",
"url": "https://media.product.which.co.uk/undefined",
"width": "1200",
"height": "1200"
}
],
"author": {
"@type": "Person",
"name": "Yvette Fletcher",
"description": "A 15-year champion of consumer affairs, Yvette leads on telecoms content at Which?, helping consumers navigate the market and exposing bad practice. ",
"jobTitle": "Principal researcher & writer",
"url": "https://www.which.co.uk/author/yvette-fletcher"
},
"publisher": {
"@type": "Organization",
"name": "Which?",
"logo": {
"@type": "ImageObject",
"url": "https://www.which.co.uk/favicon-512.png",
"width": 512,
"height": 512
}
},
"datePublished": "2024-10-30T11:58:21.110Z",
"dateModified": "2026-05-13T15:10:38.125Z"
}
]
/news/article/i-used-a-robot-lawnmower-for-a-month-heres-what-surprised-me-an8u70B5D4f3/
[
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "News",
"item": "https://www.which.co.uk/news"
},
{
"@type": "ListItem",
"position": 2,
"name": "Home & garden",
"item": "https://www.which.co.uk/news/home-and-garden"
},
{
"@type": "ListItem",
"position": 3,
"name": "Garden & outdoors",
"item": "https://www.which.co.uk/news/home-and-garden/garden-and-outdoors"
},
{
"@type": "ListItem",
"position": 4,
"name": "I used a robot lawn mower for a month: here's what surprised me"
}
]
},
{
"@context": "http://schema.org",
"@type": "NewsArticle",
"mainEntityOfPage": {
"@type": "WebPage",
"@id": "https://www.which.co.uk/news/article/i-used-a-robot-lawnmower-for-a-month-heres-what-surprised-me-an8u70B5D4f3",
"primaryImageOfPage": {
"@type": "ImageObject",
"url": "https://media.product.which.co.uk/prod/images/ar_2to1_1500x750/4cdaf20dbc2b-cropped3915.jpg",
"width": "1500",
"height": "750"
}
},
"headline": "I used a robot lawn mower for a month: here's what surprised me",
"description": "From training it up to setting the cutting height and navigating obstacles, our science team manager Steph shares how she got the most out of her robot lawn mower",
"image": [
{
"@type": "ImageObject",
"url": "https://media.product.which.co.uk/prod/images/ar_2to1_1500x750/4cdaf20dbc2b-cropped3915.jpg",
"width": "1500",
"height": "750"
},
{
"@type": "ImageObject",
"url": "https://media.product.which.co.uk/prod/images/ar_16to9_1600x900/4cdaf20dbc2b-cropped3915.jpg",
"width": "1600",
"height": "900"
},
{
"@type": "ImageObject",
"url": "https://media.product.which.co.uk/prod/images/ar_4to3_1600x1200/4cdaf20dbc2b-cropped3915.jpg",
"width": "1600",
"height": "1200"
},
{
"@type": "ImageObject",
"url": "https://media.product.which.co.uk/prod/images/ar_1to1_1200x1200/4cdaf20dbc2b-cropped3915.jpg",
"width": "1200",
"height": "1200"
}
],
"author": {
"@type": "Person",
"name": "Steph Kipling",
"description": "With a Physics PhD and more than 10 years of product testing expertise, Steph heads Which?'s team of scientists, testing everything from cars to kettles with data-driven rigour.",
"jobTitle": "Science team leader",
"image": {
"@type": "ImageObject",
"url": "https://media.product.which.co.uk/prod/images/original/ed9b2761e69d-stephanie-kipling-gilde-portrait.jpg",
"caption": "Steph Kipling"
},
"url": "https://www.which.co.uk/author/steph-kipling"
},
"publisher": {
"@type": "Organization",
"name": "Which?",
"logo": {
"@type": "ImageObject",
"url": "https://www.which.co.uk/favicon-512.png",
"width": 512,
"height": 512
}
},
"datePublished": "2026-05-07T16:00:00.000Z",
"dateModified": "2026-05-08T10:23:20.736Z"
}
]
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 639 businesses audited.
Which? has 23 points less BS than the average for Media, News & Publishing.
Media, News & Publishing BS: Which? (www.which.co.uk)
Which? is a high-substance entity that successfully aligns its consumer-first signal with deep editorial proof. It avoids almost all typical industry BS by prioritizing named expertise and technical specificity over marketing adjectives. This is a benchmark for low-BS publishing.
To reach a near-zero BS score, the 110 reviews referenced on the homepage must be accompanied by a direct link to a third-party verification platform or a granular reviews page. The site should also link the ‘Consumer Champion’ slogan directly to a page detailing its regulatory impact or ‘not-for-profit’ financial transparency. Finally, ensure all author bios in the schema_json consistently include sameAs links to their professional portfolios or social profiles to maximize the Identity and Authority pillar.
The site is a perfect match for the Media, News & Publishing category, specifically focusing on consumer journalism and product testing. The presence of named researchers with specialized credentials like Physics PhDs and decades of experience confirms a high-level investigative and data-driven reporting approach.
“The score of 12 is primarily driven by the trust_and_proof pillar (7 points) due to the presence of unlinked review counts on the homepage and the Compare Providers page. Pillar 1 (Information Density) contributed 4 points due to the inherent repetition of the 'Consumer Champion' value proposition and minor usage of power words in headers. Other pillars scored near zero due to the high technical and editorial standards evidenced in the schema and author credentials.”
This training module utilizes a snapshot of public data from Which?, captured on May 21, 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 Which?: 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.which.co.uk to view the most current version of its content and learn from the source what this company is about and what it offers.