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(Continued)     The RFS Newsletter, December 4, 2004. Page 11

Answer
There could be a number of reasons as to why a site could have fallen back from being number 3 to being number 12 or 15 or any other number for that matter. My first question to you would be: is it possible that you have new competitors that would have caused your site to fall? For every one or two new sites that appear, it makes one or two older sites to fall lower, if they are not as well optimized that is.

The explanation here is if that is the case, their site is either probably better optimized than yours is (sorry), or maybe their keywords are better targeted than yours are. I see this often: a site ranks great for a number of months or sometimes years, right until another or sometimes more than one comes along and out-ranks it. It's very sad but it's a fact webmasters and site owners have to face at one point in time.

Another question you have to ask yourself is this: have you recently made some changes to your site that could explain this lack of performance in your rankings?

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