Search engines placements will fluctuate to a certain extent. This is due to various reasons, some of which are; your competitors making changes to their websites, new websites of a similar category being added to a search engine, algorithmic changes being made to a particular search engine such as Google, Yahoo or MSN. So unless you have done something extremely unethical to be penalised, you have nothing to be concerned about with these fluctuations. It is important however that you do regularly monitor your website rankings and statistics to ensure that your rankings do not continue to go down, and that you are keeping ahead of your competitors. Regular development on your website is required to ensure you maintain high rankings. This is an advantage of using a professional Search Engine Marketing Specialist. A professional search engine optimisation specialist knows what is needed to react quickly if your search engine rankings do decline, and they can also monitor your rankings and statistics on a daily basis.