Author entity
A named, marked-up person behind the content, resolvable as an individual rather than a byline.
Checkable · the test is below
What it means
Person markup plus a real bio plus links to that person's professional records. It turns "by the team" into a specific human with a licence number and twenty years on the tools.
Why it matters for an HVAC company
This is the one place where a contractor has an advantage over a content farm and almost never uses it. Your lead technician holds certifications that can be verified against a public register. Publishing that is both true and rare.
What would settle it
Does the page name a person? Does Person markup exist and validate? Does the bio state a real credential with an issuing body? Does anything link that person to a record outside your own site?
A worked example
A repair guide is bylined "Admin". Replacing it with a named technician, their certification number, the issuing body, and eighteen years stated explicitly costs one afternoon and produces claims that can be checked. The content did not change at all.
The limit on that
Never invent a person or a credential. A fabricated author is the one trust failure that no other work recovers from.