search engine indexing

Google updates always considers content to be unique on the website. Every time when any website get penalized by Google reason was Content. Cloaking could be one of the reason for website penalization. These reasons are completely no follow as per Google. Other reason could be for website ranking downfall is mobile accessibility and excessive backlinks but these reasons only push website ranking down. Beautifully designed website and proper responsive layout always win race. If ranking fluctuates more often, it is not very concerned situation because Google robots keep changes its parameters.