Which?
(http://www.which.co.uk) 📸 Data Snapshot: May 21, 2026
Trust & Proof — The Lens
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.
Trust & Proof
Verifiable evidence vs. Trust Theatre.
13
Impact Weight: 20 / 100
65% Reputation
The site triggers a minor trust theatre penalty because the homepage displays a review_count of 110 and the Compare Providers page shows 114 without adjacent proof_links_count in those specific slots. However, this is partially mitigated by the fact that editorial articles do contain proof links and external validation paths. The trust_theatre_flag is true on the homepage (5 points) and one additional sub-page (1 point).
The proof density is high, with a ratio of approximately 10 specific evidence points for every 1 generic claim. The data includes exact names of staff, physical address (2 Marylebone Road), and specific historical counts of experience. The absence of external proof links on the homepage review count is the only significant subtraction from a perfect proof score.
Trust & Proof is read by weighing trust language against real verification. Below is the page-by-page tally of review mentions and external proof links, then the schema markup that may (or may not) declare verifiable ratings and identity proof.
🛡️ Trust Signals — reviews, proof links, trust-theatre check
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 |
🔗 Identity & Technical Layer — schema JSON-LD: declared ratings, reviews & identity proof
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"
}
]
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 Trust & Proof 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.