What makes you trust a local business listing online — and what makes you immediately suspicious?

I've been thinking about this a lot lately. There's so much noise in local search — outdated hours, stock photos, businesses that seem to have a hundred 5-star reviews from accounts created last week. I'm curious what signals actually move the needle for real people. Is it reviews? Photos that look genuinely taken on-site? Whether the owner has responded to complaints? Something else entirely?