Which?
(http://www.which.co.uk) 📸 Data Snapshot: May 21, 2026
Identity & Authority — The Lens
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.
Identity & Authority
Expert verifiability & Schema depth.
15
Impact Weight: 15 / 100
100% Reputation
Authority gaps are non-existent in the provided data. The schema_json is robust, featuring an Organization entity with sameAs links to Wikipedia and major social platforms, and a named CEO (Anabel Hoult) with a verified LinkedIn footprint. Authors are not just names but defined Person entities with job titles like Science Team Leader and Principal Researcher, eliminating the typical expert claim without footprint pattern.
There is no marketing disconnect; the tone is investigative rather than promotional. Claims of being a powerful force for good are supported by the non-profit status mentioned in the publishing principles schema and the deep-dive nature of the content (e.g., exposing bad practice in telecoms). The performance claims are limited to the efficacy of the testing methodology and the experience of the staff.
Identity & Authority is read from the structured data first: whether the site declares who it is in machine-readable schema, with verifiable identity links. Below is the schema captured per page, then the external proof links that support (or fail to support) that identity.
🔗 Identity & Technical Layer — schema JSON-LD: identity chains, entity gaps
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"
}
]
/compare-providers/ — no schema detected (entity gap)
/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"
}
]
🛡️ Trust Signals — external proof links that back the declared identity
484Review mentions (all pages)
8External proof links (all pages)
| 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 |
Explore the other reputation pillars for Which?
Analysis Disclosure & Source Attribution
This page presents a snapshot of public data from Which?, captured on May 21, 2026, to show how machine logic reads Identity & Authority signals into an AI reputation evaluation.
Purpose: This data is presented under “Fair Use” for the purpose of independent signal analysis, allowing readers to see the raw signals behind the reputation score.
Notice to Which?: This analysis is part of a non-adversarial audit conducted by 1 Euro SEO. The results are intended as professional feedback to help improve any website’s machine-readability and authority signals. The evaluation is free, and any company can request a fresh audit at any time.
Any company can use the insights for free and improve its voice. 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 see directly what this company is about and what it offers.