I am looking at a new client's site, they rank top 20 for their main search term.
When I set my IP using a VPN to their state.
When i change states, this drops to 25.
When I change to a different country, this drops to 150+.
All of this done on google.com
Other sites in the top 20, stay pretty much the same.
OK.. so there is a problem... but I am not sure what or why. Its doesn't seem to be a penalty that is about to roll out... its been steady alike this for weeks.
Is it a sign of things to come? Some local conundrum? Anyone seens something similar?