Site drops from top 30 Google pages for one query only

[simplesimon]

Before the big local 7 - 3 pack update on Google this past weekend my site was on top of page one (organic) for the search "my-city web design." After the update it is not in the top 30 pages. It is still on page one for queries like "my-city web designer" and "my-city web design company." Could this be due to some kind of filter that kicks in on more competitive searches? Any ideas?

Thanks

[goodroi]

I like to start by making sure I'm not t looking at personalized serps. What is Google webmaster tools saying?

[simplesimon]

Thanks. I search using incognito mode on Chrome, and not logged into anything, which I think should remove personalization. No penalties or anything out of the ordinary in WMT. Spam score of 0 in OSE with links from 85 root domains. This site has been in the SERP for around 10 years. NAP is pretty clean

Another strange thing I noticed was, when I searched on my phone for "my-city web designer" I got the message that "my-city web design" was also included in the results, and my listing was there. When I clicked on the link, "search only for my-city web designer" my listing disappeared from the results, or at least the first 5 pages that I checked. But still not in the results for "my-city webdesign" on mobile.