Why does keyword fluctuate in Google - I.E rank 48 - 13 - not ranked

[sportingdesires]

Hello,

I would like some advice on Google ranking, my site sportingdesires had a few keywords rank and now their not ranked for those keywords.

Am still in the process of on-page and am not too bothered about them ranking high, more of a curiosity I suppose. am not expecting them to reach any where near top due to tough competition. Am just starting from top of website down to individual products  ( this will take about 10 years lol ) sorting out seo issues. then will concentrate on link building & content engagement

maybe i over optimised the page take a look at AC Milan club shop for example

Kindest Regards,

ste

[GastonRiera]

Hi stephen,

The fluctuation in the SERPs is something normal at this point.You should know, that when you are appling SEO techniques to your site google takes some time to recognize that the site is increasing inn authority.
Mean while, the serps fluctuate a lot.

Let me refer you to other Q&A that have been aswered and have great answers:
Is this a google dance? - MOZ Q&A
Google Rankings Are Dancing What To Do?  - Moz Q&A

Also, I advice you to check wether your site is penalized with any algorithm, check more ifo here: 
Google Algorithm Change History - Moz.com

Hope it's helpful.
GR

[sportingdesires]

cool thank for you reply,

suppose i just have to wait and see. i think more thing i was worry about was if am doing the seo correct its hard to tell i suppose, i just carry on with what am doing and see where it leads.

kindest regards,

Stephen

[EricaMcGillivray]

SEO is definitely a long-term investment. In many cases, it takes lots of hard work (especially if personnel and resources are limited) and time.