I've been steadily moving down in Alta. My main KW (a very competitive one) I started in around #5, then down to 11, then 16, then 25. As of today I'm #50 now!!! In looking thru those top 50 the first 5 appear to be paid for positions. There may be some others intermingled in the top 15 or so cause they have nothing to do with the KW....maybe cloaking or some undetected SPAM.
It's a little disheartening watching the drop, cause it's not like iI've been sitting idley by while it's been happening. I've been tweaking. It just seems there are more and more new sites popping in ahead of mine.