Google algorithm partially uses keywords to control page rankings. The best way to rank for particular keywords is through SEO. SEO importantly is a way to tell Google that a website or web page is about a certain topic.

Many factors can cause your rankings to drop in Google. Most frequently, we see drops because of changes that were made to the website, but they can also be caused by an algorithm update, technical issues, improvements competitors made, SERP lay-out changes or a Google penalty.