Ranking is dancing for 2 months

[irrfans4]

Hi,

We have recently, https on website, all set perfectly. We also moved to php7 from 6. These two changes shouldn't harm our ranking, for keyword Virginia Beach, we used to show at first 5 position in Google.com. But for past 2 months ranking is dancing. This is insane. we have seen us on position #5 several times over the past few weeks, then it just disappears.

website vabeach.com

Your help will be appreciated.

[JordanLowry]

Well according to SEMrush I can see a sharp decline in overall organic traffic but I am not sure how reliable it is. I would recommend doing a technical site audit. I would follow the Moz audit checklist and see what insights you get from it. I would also recommend doing some competitive research and see why you are being outranked.

[max.favilli]

For which keywords are you seeing a fluctuation?

Anyway fluctuations are normal. Particularly during or after a spike in link acquisition, which you are undergoing according to both ahref and majestic.

And let's assume you are referring to keywords like "virginia beach va", it's a rather generic keyword, and even if competition doesn't seems high, in my experience it's hard to get a stable ranking for generic keywords.