JD McKenna Skip Hire & Son
(http://www.jdmckennaskiphire.co.uk) 📸 Data Snapshot: May 22, 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.
11
Impact Weight: 15 / 100
73% Reputation
Authority is generally well-established through local identity markers, including a specific founding date (1993) and a named founder (Duncan McKenna) in the LocalBusiness schema. However, there is a gap between the claim of being compliant for permits and the lack of a displayed NRW waste carrier license number or direct link to a public register. The technical credibility is slightly marred by a non-standard H1 on the homepage containing decorative dashes (- JD Mckenna Skip Hire -).
The most significant disconnect is the bold claim We don’t send waste to landfill found on the Commercial and Waste Management pages. This performance claim lacks the necessary substance to back it up, such as a named Waste Transfer Station, specific recycling percentages, or a circular economy flow chart. Without this data, the claim remains an unsubstantiated environmental promise.
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
[
{
"@context": "https://schema.org",
"@graph": [
{
"@type": [
"Organization",
"Person"
],
"@id": "https://jdmckennaskiphire.co.uk/#person",
"name": "JD McKenna Skip Hire & Son",
"url": "https://jdmckennaskiphire.co.uk",
"logo": {
"@type": "ImageObject",
"@id": "https://jdmckennaskiphire.co.uk/#logo",
"url": "https://jdmckennaskiphire.co.uk/wp-content/uploads/2024/04/cropped-Mckenna-Logo-V2-1.webp",
"contentUrl": "https://jdmckennaskiphire.co.uk/wp-content/uploads/2024/04/cropped-Mckenna-Logo-V2-1.webp",
"caption": "JD McKenna Skip Hire & Son",
"inLanguage": "en-GB",
"width": "512",
"height": "512"
},
"image": {
"@id": "https://jdmckennaskiphire.co.uk/#logo"
}
},
{
"@type": "WebSite",
"@id": "https://jdmckennaskiphire.co.uk/#website",
"url": "https://jdmckennaskiphire.co.uk",
"name": "JD McKenna Skip Hire & Son",
"alternateName": "JD McKenna Skip Hire",
"publisher": {
"@id": "https://jdmckennaskiphire.co.uk/#person"
},
"inLanguage": "en-GB",
"potentialAction": {
"@type": "SearchAction",
"target": "https://jdmckennaskiphire.co.uk/?s={search_term_string}",
"query-input": "required name=search_term_string"
}
},
{
"@type": "ImageObject",
"@id": "https://jdmckennaskiphire.co.uk/wp-content/uploads/2024/04/Commercial-Skip-Service-New.webp",
"url": "https://jdmckennaskiphire.co.uk/wp-content/uploads/2024/04/Commercial-Skip-Service-New.webp",
"width": "200",
"height": "200",
"inLanguage": "en-GB"
},
{
"@type": "WebPage",
"@id": "https://jdmckennaskiphire.co.uk/#webpage",
"url": "https://jdmckennaskiphire.co.uk/",
"name": "Mckenna Skip Hire & Son - Skip Hire Llanelli & Swansea",
"datePublished": "2024-03-19T15:25:39+00:00",
"dateModified": "2025-09-01T09:38:45+00:00",
"about": {
"@id": "https://jdmckennaskiphire.co.uk/#person"
},
"isPartOf": {
"@id": "https://jdmckennaskiphire.co.uk/#website"
},
"primaryImageOfPage": {
"@id": "https://jdmckennaskiphire.co.uk/wp-content/uploads/2024/04/Commercial-Skip-Service-New.webp"
},
"inLanguage": "en-GB"
},
{
"@type": "Person",
"@id": "https://jdmckennaskiphire.co.uk/author/ryank23/",
"name": "admin",
"url": "https://jdmckennaskiphire.co.uk/author/ryank23/",
"image": {
"@type": "ImageObject",
"@id": "https://secure.gravatar.com/avatar/4f8f2b0ca6726be5fa95718ae1a2efc8735c4628c7d2bd5c441c79e31d891b94?s=96&d=mm&r=g",
"url": "https://secure.gravatar.com/avatar/4f8f2b0ca6726be5fa95718ae1a2efc8735c4628c7d2bd5c441c79e31d891b94?s=96&d=mm&r=g",
"caption": "admin",
"inLanguage": "en-GB"
}
},
{
"@type": "Article",
"headline": "Mckenna Skip Hire & Son - Skip Hire Llanelli & Swansea",
"keywords": "Mckenna Skip Hire,Skip Hire South Wales,Skip Hire Ammanford,Skip Hire Cross Hands,Skip Hire Carmarthen",
"datePublished": "2024-03-19T15:25:39+00:00",
"dateModified": "2025-09-01T09:38:45+00:00",
"author": {
"@id": "https://jdmckennaskiphire.co.uk/author/ryank23/",
"name": "admin"
},
"publisher": {
"@id": "https://jdmckennaskiphire.co.uk/#person"
},
"description": "McKenna Skip Hire & Son are commercial & domestic waste specialists covering Ammanford, Cross Hands, Swansea, Llanelli and more!",
"name": "Mckenna Skip Hire & Son - Skip Hire Llanelli & Swansea",
"@id": "https://jdmckennaskiphire.co.uk/#richSnippet",
"isPartOf": {
"@id": "https://jdmckennaskiphire.co.uk/#webpage"
},
"image": {
"@id": "https://jdmckennaskiphire.co.uk/wp-content/uploads/2024/04/Commercial-Skip-Service-New.webp"
},
"inLanguage": "en-GB",
"mainEntityOfPage": {
"@id": "https://jdmckennaskiphire.co.uk/#webpage"
}
}
]
},
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "JD McKenna Skip Hire",
"image": "https://jdmckennaskiphire.co.uk/wp-content/uploads/2023/07/jd-mckenna-logo.png",
"description": "McKenna skip hire has been a family run business for over the last 25 years established in 1993. Duncan McKenna started up the business in 1993 and over the years has gained a wealth of experience in the haulage and skip hire sector. The family run business prides itself on good honest values, a reliable service and affordable prices. We provide skip hire to all of South West Wales with a wide range of skips from 4yd to 40yd, catering for all needs large or small. We offer a prompt, friendly and reliable service 6 days a week.",
"url": "https://jdmckennaskiphire.co.uk/",
"telephone": "01269 845500",
"priceRange": "££",
"address": {
"@type": "PostalAddress",
"streetAddress": "Tynewydd, Thornhill Rd, Cwmgwili",
"addressLocality": "Llanelli",
"postalCode": "SA14 6PT",
"addressCountry": "GB"
},
"foundingDate": "1993-01-01",
"geo": {
"@type": "GeoCoordinates",
"latitude": 51.7896,
"longitude": -4.0901
},
"openingHours": [
"Mo-Fr 08:00-17:00",
"Sa 08:00-13:00"
],
"hasMap": "https://maps.google.com/maps?q=JD%20McKenna%20Skip%20Hire&output=embed&z=10",
"sameAs": [
"https://www.facebook.com/jdmckennaskiphire"
]
}
]
/skip-sizes/
[
{
"@context": "https://schema.org",
"@graph": [
{
"@type": [
"Organization",
"Person"
],
"@id": "https://jdmckennaskiphire.co.uk/#person",
"name": "JD McKenna Skip Hire & Son",
"url": "https://jdmckennaskiphire.co.uk",
"logo": {
"@type": "ImageObject",
"@id": "https://jdmckennaskiphire.co.uk/#logo",
"url": "https://jdmckennaskiphire.co.uk/wp-content/uploads/2024/04/cropped-Mckenna-Logo-V2-1.webp",
"contentUrl": "https://jdmckennaskiphire.co.uk/wp-content/uploads/2024/04/cropped-Mckenna-Logo-V2-1.webp",
"caption": "JD McKenna Skip Hire & Son",
"inLanguage": "en-GB",
"width": "512",
"height": "512"
},
"image": {
"@id": "https://jdmckennaskiphire.co.uk/#logo"
}
},
{
"@type": "WebSite",
"@id": "https://jdmckennaskiphire.co.uk/#website",
"url": "https://jdmckennaskiphire.co.uk",
"name": "JD McKenna Skip Hire & Son",
"alternateName": "JD McKenna Skip Hire",
"publisher": {
"@id": "https://jdmckennaskiphire.co.uk/#person"
},
"inLanguage": "en-GB"
},
{
"@type": "ImageObject",
"@id": "https://jdmckennaskiphire.co.uk/wp-content/uploads/2024/04/4yd-Skip-hire-wales-optimised.webp",
"url": "https://jdmckennaskiphire.co.uk/wp-content/uploads/2024/04/4yd-Skip-hire-wales-optimised.webp",
"width": "200",
"height": "200",
"inLanguage": "en-GB"
},
{
"@type": "WebPage",
"@id": "https://jdmckennaskiphire.co.uk/skip-sizes/#webpage",
"url": "https://jdmckennaskiphire.co.uk/skip-sizes/",
"name": "Skip Sizes - Mckenna Skip Hire & Son",
"datePublished": "2024-03-27T11:02:36+00:00",
"dateModified": "2024-04-22T09:05:39+00:00",
"isPartOf": {
"@id": "https://jdmckennaskiphire.co.uk/#website"
},
"primaryImageOfPage": {
"@id": "https://jdmckennaskiphire.co.uk/wp-content/uploads/2024/04/4yd-Skip-hire-wales-optimised.webp"
},
"inLanguage": "en-GB"
},
{
"@type": "Person",
"@id": "https://jdmckennaskiphire.co.uk/author/ryank23/",
"name": "admin",
"url": "https://jdmckennaskiphire.co.uk/author/ryank23/",
"image": {
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"caption": "admin",
"inLanguage": "en-GB"
}
},
{
"@type": "Article",
"headline": "Skip Sizes - Mckenna Skip Hire & Son",
"keywords": "Skip Sizes,JD Mckenna Skip Sizes",
"datePublished": "2024-03-27T11:02:36+00:00",
"dateModified": "2024-04-22T09:05:39+00:00",
"author": {
"@id": "https://jdmckennaskiphire.co.uk/author/ryank23/",
"name": "admin"
},
"publisher": {
"@id": "https://jdmckennaskiphire.co.uk/#person"
},
"description": "Skip Sizes - McKenna provides a large range of skip sizes from mini skips to large maxi skips.",
"name": "Skip Sizes - Mckenna Skip Hire & Son",
"@id": "https://jdmckennaskiphire.co.uk/skip-sizes/#richSnippet",
"isPartOf": {
"@id": "https://jdmckennaskiphire.co.uk/skip-sizes/#webpage"
},
"image": {
"@id": "https://jdmckennaskiphire.co.uk/wp-content/uploads/2024/04/4yd-Skip-hire-wales-optimised.webp"
},
"inLanguage": "en-GB",
"mainEntityOfPage": {
"@id": "https://jdmckennaskiphire.co.uk/skip-sizes/#webpage"
}
}
]
},
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "JD McKenna Skip Hire",
"image": "https://jdmckennaskiphire.co.uk/wp-content/uploads/2023/07/jd-mckenna-logo.png",
"description": "McKenna skip hire has been a family run business for over the last 25 years established in 1993. Duncan McKenna started up the business in 1993 and over the years has gained a wealth of experience in the haulage and skip hire sector. The family run business prides itself on good honest values, a reliable service and affordable prices. We provide skip hire to all of South West Wales with a wide range of skips from 4yd to 40yd, catering for all needs large or small. We offer a prompt, friendly and reliable service 6 days a week.",
"url": "https://jdmckennaskiphire.co.uk/",
"telephone": "01269 845500",
"priceRange": "££",
"address": {
"@type": "PostalAddress",
"streetAddress": "Tynewydd, Thornhill Rd, Cwmgwili",
"addressLocality": "Llanelli",
"postalCode": "SA14 6PT",
"addressCountry": "GB"
},
"foundingDate": "1993-01-01",
"geo": {
"@type": "GeoCoordinates",
"latitude": 51.7896,
"longitude": -4.0901
},
"openingHours": [
"Mo-Fr 08:00-17:00",
"Sa 08:00-13:00"
],
"hasMap": "https://maps.google.com/maps?q=JD%20McKenna%20Skip%20Hire&output=embed&z=10",
"sameAs": [
"https://www.facebook.com/jdmckennaskiphire"
]
}
]
/services/commercial-skip-hire/
[
{
"@context": "https://schema.org",
"@graph": [
{
"@type": [
"Organization",
"Person"
],
"@id": "https://jdmckennaskiphire.co.uk/#person",
"name": "JD McKenna Skip Hire & Son",
"url": "https://jdmckennaskiphire.co.uk",
"logo": {
"@type": "ImageObject",
"@id": "https://jdmckennaskiphire.co.uk/#logo",
"url": "https://jdmckennaskiphire.co.uk/wp-content/uploads/2024/04/cropped-Mckenna-Logo-V2-1.webp",
"contentUrl": "https://jdmckennaskiphire.co.uk/wp-content/uploads/2024/04/cropped-Mckenna-Logo-V2-1.webp",
"caption": "JD McKenna Skip Hire & Son",
"inLanguage": "en-GB",
"width": "512",
"height": "512"
},
"image": {
"@id": "https://jdmckennaskiphire.co.uk/#logo"
}
},
{
"@type": "WebSite",
"@id": "https://jdmckennaskiphire.co.uk/#website",
"url": "https://jdmckennaskiphire.co.uk",
"name": "JD McKenna Skip Hire & Son",
"alternateName": "JD McKenna Skip Hire",
"publisher": {
"@id": "https://jdmckennaskiphire.co.uk/#person"
},
"inLanguage": "en-GB"
},
{
"@type": "ImageObject",
"@id": "https://jdmckennaskiphire.co.uk/wp-content/uploads/2024/03/registered-waste-carrier-logo.jpg",
"url": "https://jdmckennaskiphire.co.uk/wp-content/uploads/2024/03/registered-waste-carrier-logo.jpg",
"width": "200",
"height": "200",
"inLanguage": "en-GB"
},
{
"@type": "WebPage",
"@id": "https://jdmckennaskiphire.co.uk/services/commercial-skip-hire/#webpage",
"url": "https://jdmckennaskiphire.co.uk/services/commercial-skip-hire/",
"name": "Commercial Skip Hire - Mckenna Skip Hire & Son",
"datePublished": "2024-03-19T15:33:40+00:00",
"dateModified": "2024-04-22T13:49:34+00:00",
"isPartOf": {
"@id": "https://jdmckennaskiphire.co.uk/#website"
},
"primaryImageOfPage": {
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},
"inLanguage": "en-GB"
},
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"name": "admin",
"url": "https://jdmckennaskiphire.co.uk/author/ryank23/",
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"inLanguage": "en-GB"
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},
{
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"keywords": "Commercial Skip Hire,JD Skip Hire",
"datePublished": "2024-03-19T15:33:40+00:00",
"dateModified": "2024-04-22T13:49:34+00:00",
"author": {
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"name": "admin"
},
"publisher": {
"@id": "https://jdmckennaskiphire.co.uk/#person"
},
"description": "Commerical Skip Hire - At McKenna Skip Hire, we offer comprehensive skip hire solutions tailored to meet the diverse needs of our commercial clients.",
"name": "Commercial Skip Hire - Mckenna Skip Hire & Son",
"@id": "https://jdmckennaskiphire.co.uk/services/commercial-skip-hire/#richSnippet",
"isPartOf": {
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},
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},
"inLanguage": "en-GB",
"mainEntityOfPage": {
"@id": "https://jdmckennaskiphire.co.uk/services/commercial-skip-hire/#webpage"
}
}
]
},
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "JD McKenna Skip Hire",
"image": "https://jdmckennaskiphire.co.uk/wp-content/uploads/2023/07/jd-mckenna-logo.png",
"description": "McKenna skip hire has been a family run business for over the last 25 years established in 1993. Duncan McKenna started up the business in 1993 and over the years has gained a wealth of experience in the haulage and skip hire sector. The family run business prides itself on good honest values, a reliable service and affordable prices. We provide skip hire to all of South West Wales with a wide range of skips from 4yd to 40yd, catering for all needs large or small. We offer a prompt, friendly and reliable service 6 days a week.",
"url": "https://jdmckennaskiphire.co.uk/",
"telephone": "01269 845500",
"priceRange": "££",
"address": {
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"addressLocality": "Llanelli",
"postalCode": "SA14 6PT",
"addressCountry": "GB"
},
"foundingDate": "1993-01-01",
"geo": {
"@type": "GeoCoordinates",
"latitude": 51.7896,
"longitude": -4.0901
},
"openingHours": [
"Mo-Fr 08:00-17:00",
"Sa 08:00-13:00"
],
"hasMap": "https://maps.google.com/maps?q=JD%20McKenna%20Skip%20Hire&output=embed&z=10",
"sameAs": [
"https://www.facebook.com/jdmckennaskiphire"
]
}
]
/services/domestic-skip-hire/
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"@graph": [
{
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],
"@id": "https://jdmckennaskiphire.co.uk/#person",
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"url": "https://jdmckennaskiphire.co.uk",
"logo": {
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"contentUrl": "https://jdmckennaskiphire.co.uk/wp-content/uploads/2024/04/cropped-Mckenna-Logo-V2-1.webp",
"caption": "JD McKenna Skip Hire & Son",
"inLanguage": "en-GB",
"width": "512",
"height": "512"
},
"image": {
"@id": "https://jdmckennaskiphire.co.uk/#logo"
}
},
{
"@type": "WebSite",
"@id": "https://jdmckennaskiphire.co.uk/#website",
"url": "https://jdmckennaskiphire.co.uk",
"name": "JD McKenna Skip Hire & Son",
"alternateName": "JD McKenna Skip Hire",
"publisher": {
"@id": "https://jdmckennaskiphire.co.uk/#person"
},
"inLanguage": "en-GB"
},
{
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"width": "200",
"height": "200",
"inLanguage": "en-GB"
},
{
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"url": "https://jdmckennaskiphire.co.uk/services/domestic-skip-hire/",
"name": "Domestic Skip Hire - Mckenna Skip Hire & Son",
"datePublished": "2024-03-19T15:34:48+00:00",
"dateModified": "2024-04-22T13:49:57+00:00",
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},
"inLanguage": "en-GB"
},
{
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"@id": "https://jdmckennaskiphire.co.uk/author/ryank23/",
"name": "admin",
"url": "https://jdmckennaskiphire.co.uk/author/ryank23/",
"image": {
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}
},
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"keywords": "Domestic Skip Hire",
"datePublished": "2024-03-19T15:34:48+00:00",
"dateModified": "2024-04-22T13:49:57+00:00",
"author": {
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"name": "admin"
},
"publisher": {
"@id": "https://jdmckennaskiphire.co.uk/#person"
},
"description": "Domestic Skip Hire - At McKenna Skip Hire, we specialise in providing domestic skip hire solutions designed to cater to all your home project needs.",
"name": "Domestic Skip Hire - Mckenna Skip Hire & Son",
"@id": "https://jdmckennaskiphire.co.uk/services/domestic-skip-hire/#richSnippet",
"isPartOf": {
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},
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},
"inLanguage": "en-GB",
"mainEntityOfPage": {
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}
}
]
},
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
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/services/waste-management/
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🛡️ Trust Signals — external proof links that back the declared identity
330Review mentions (all pages)
6External proof links (all pages)
| Page | Reviews | Proof links |
|---|---|---|
| / (home) | 65 | 1 |
| /skip-sizes/ | 3 | 1 |
| /services/commercial-skip-hire/ | 66 | 1 |
| /services/domestic-skip-hire/ | 66 | 1 |
| /services/roro-hire/ | 65 | 1 |
| /services/waste-management/ | 65 | 1 |
Explore the other reputation pillars for JD McKenna Skip Hire & Son
Analysis Disclosure & Source Attribution
This page presents a snapshot of public data from JD McKenna Skip Hire & Son, captured on May 22, 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 JD McKenna Skip Hire & Son: 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.jdmckennaskiphire.co.uk to view the most current version of its content and see directly what this company is about and what it offers.