When rating a result, you should be evaluating both the real-life entity (business or place) represented by the result, as well as the information provided about that entity in the result block. Sometimes, the listing information provided can be misleading or inaccurate, and it is important not to assume that the title or other information accurately represents the business. As always, it is important to visit the homepage of the business or the landing page of the result (if there is one) in order to understand the relationship between the landing page and the entity.