Relevance

Relevance is the degree to which your business matches the searcher's query. It's mostly driven by your primary category, your secondary categories, the keywords on your website, the services listed on your GBP, and the words inside your reviews.

Of the three pillars (Relevance, Proximity, Prominence), relevance is the fastest to change. Picking a better primary category, adding missing services to your GBP, writing focused service pages, and prompting reviews to mention specific procedures can all shift relevance in 30 days.

Relevance is also where the most spam happens. Owners try to manipulate relevance by stuffing keywords in business names, fake review content, or hidden text on websites. Google's spam detection catches most of these now. The legitimate path is specificity: be exactly what you are, in plain language, in every place Google looks.