Looking for Feedback on Rankings Dropping

[TopFloor]

Hi,

I am looking for some guidance on figuring out a problem I am having with one of my clients. Their site is http://www.macton.com. They have seen a pretty significant drop in rankings for "hoist systems" "industrial turntables" and "railroad equipment."

Below is my analysis and thoughts. Please let me know if you have any input you can provide me with.

Hoist Systems

• Rankings started dropping significantly July 2nd. Their average position was around the 2nd - 3rd page. They're now in position 100.
• Some things I noticed is that Google is now ranking the page /freight_rail/portable-car-hoist-freight for this term, whereas a few months ago it was ranking /rail_equipment/car-hoist.

I'm not sure why Google has started to rank this new page for this term when there is no reference to that keyword in the page and the other one is better suited.

Industrial Turntables

• Rankings started dropping off in January and they have been up and down and even fell off for a bit in March. They took a deep dive May 28 - Jun 11 and are slowly picking up.
• I noticed that Google is also changing which page it is choosing to rank for this term. Currently it is ranking /rail_equipment/locomotive-turntables, previously it was ranking the homepage around May 28th, and before that it was /equipment/industrial-testing.

Some things we thought would help this was to create a whole new page just on industrial turntables in order to rank better for this term.

Another thing that I think would be highly beneficial is to do some more aggressive link building. Their top anchor text is all brand related, and very few include their target keywords.To my knowledge, I don't think they have a penguin issue, although I could be mistaken.

Can anyone provide input and/or guidance on my analysis? Any suggestions?

[Andropenis_Australia]

When G starts replacing with pages that are not as relative you can consider it may have something to do with a penalty.

Start looking at duplicate content, spammy links to or from the page/site, over optimization, bounce rates etc.

Hope this helps

[TopFloor]

Thanks for your input. I know they have some duplicate content at the moment, but I didn't think it would affect it this drastically. No links appear to be spammy and over optimization doesn't seem to be the issue.