Keyword with quotes first place keyword without quotes 5 place.

Hello,

From google analytics I see that someone found my website with "keyword" not keyword they use quotes and I checked this when I write in google "keyword" my website is in #1 position but without quotes it is in #5 position.

So why I rank better with keyword with quotes than keyword without quotes ?

Thanks.

And it also varies from country to country. And it also changes if you write it in capitals or not.

In short, phrase match is different broad match. By putting quotes, you are making a phrase match.