Drastic changes in keyword rankings on a daily basis

[ChaseMG]

Anybody ever seen keyword rankings for a site change drastically from day to day? I've got a client, a local furniture store, whose local keywords (furniture + city) rank consistently well without much change, but when it comes to broader keyword rankings (like "furniture" or "furniture store") in their zip code, they'll go from ranking at the top of Google one day to not being ranked at all the next (at least according to Raven Tools).

My best guess is that it's just a reflection of personalized results from Google, but such a dramatic change day in and day out makes me wonder.

[Christy-Correll]

If you would like to comment on this post, please do so at http://moz.com/community/q/drastic-changes-in-keyword-rankings-on-a-daily-basis-2. Thanks!

Christy