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Happens to me all of the time, even with really good optimization.
My guess is that Google runs a round robin for highly competitive keywords, giving lots of sites a chance to compete for attention. Those that do the "best" (however Google measures best), get to be in the higher seatings for a longer time. It seems that once you gain top seat for a certain duration (whatever that might be), you maintain that situation. In other words, that site has achieved authority. The rest have to battle for the search positions that remain - and it is really rough and competitive.
Rich
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