Why would Google read different pages to rank for a keyword?

[Benjamin379]

I have noticed a large drop in a number of keywords in the latest rankings report. I have checked the results on the 'Ranking History Graph' and it appears that Google is reading different pages for the specific keyword and therefore, giving large fluctuations in ranking dependant on the page from week to week. Why would this be happening?

[Solvari]

Do I understand that you have multiple pages that rank for your keywords? This happens because apperently your keywords appears on multiple pages and google can't decide on what page is the best match to that search term.

It might be wise to first have a good look at what pages are ranking for what keywords. Then decide what keyword you are actually targeting with those pages. Try to target only 1 or 2 keywords per page. By siloing your keywords you make your site easier to understand for both search engines and users.