@oleeviaMar 07.2017 — #There could be several reasons behind the rapid change in the keyword ranking. So, here are a few possibilities:
If you are signed in at work and home, Google will show different results. If the personalization option is selected, the results will be delivered by Google on the basis of your IP address.
If you have made major changes on your website such as a massive change in the Title tags, it will result in a quick shift in the ranking. The freshness, sandboxing, and rapid plummet will lead to an increase in the ranking, which will take some days or a few weeks to settle down. And this is one reason why you should choose Title tags carefully and stick to them. Lot of changes in Title tags is something, which I do not recommend.
If by any chance, your competitors’ website has gone down or received a manual spam penalty, it can improve your ranking.
Google has recently launched the new algorithm Hummingbird. So, the change in the ranking could be the result of the impact of the algorithm.
@CarolineMurphyMar 07.2017 — #Fluctuations are bound to happen at any time. Algorithms change constantly, competition makes campaigns to move up the ladder. It also depends on from which country you're searching the term. All these things create a factor in your positioning.
It happens all the time. Sometimes I'm number 5, and the next hour I'm number 40. Tomorrow I'll be the number 10. To remain consistent with a search term, you have to keep making more backlinks, internal links, content etc.
@ForePrime_SEOMar 13.2017 — #Generally, speaking if you are outside of top 5 for certain keyword you will fluctuate a lot. Why? Google give CTR opportunity to others or competitors are going up or Google Algorithm changes