The competition does something else completely - contextual links from 1k domains (1-5 pages per domain) + a handful of sitewides links from very related websites.
They buy expensive links and keep the anchor ratio down by linking images and the website's name when they do sitewides (just a guess btw, doesn't mean that that's what works).
They also link to the homepage & 4-5 inner pages while I'm focused on just one main page.
1. I thought about devaluation of the links, it could be.
2. Anchor ratio is obviously a key thing that is also a problem, but it's hard to measure and to combat it. For example, what would you do to change an insane anchor ratio
of 30%? add 100k more links with different anchors or reduce what you have already? - and in case you do reduce, what if it's what made it go up in the first place and you'll get whacked? if you add maybe you'll get whacked too.
3. I don't think it's content related since from time to time it gets updated and the competitors don't update most of the time. When I update the content the keyword usually go down and then back up again to the same positions in a couple of days. The usual stuff.
So it could be anything - devaluation of links, anchor distribution ratios, relevancy of the pointing links, total links/domains ratio.
This didn't happen to only one website btw, same happened to other websites I own across different niches.
I contemplated everything but don't know what to act on since there are many potential culprits, what would you do first?