Rankings going down down down

[cashchampion]

Hi guys,

I know this is a little open ended, but any advice/ideas would be greatly appreciated.

I launched a new site about 3 months ago (www.transfersandshuttles.co.za). I have had unique, useful articles written for it, and the site does provide a useful service. I have done a little link building and continue to do so. The site was making decent progress moving up the rankings for a few weeks, but now it just seems to get worse and worse.
I'm not looking for an entire site audit or strategy here, just if anything jumps out at you that seems very poor for seo, please let me know.

Thanks so much,
Marc

[TinaGammon]

It looks like you are almost spamming the same phrase by viewing your source I see this phrase 5 times on the home page. I would reduce it to once, or twice at most. I would also add some more text to the site as well.

<title>Airport Shuttles OR Tambo and Lanseria Airport

<meta name="description" content="Airport Shuttles to and from OR Tambo and Lanseria Airports.

|

<link rel="alternate" type="application/rss+xml" title="Airport Shuttles OR Tambo and Lanseria Airport » Feed"

<link rel="alternate" type="application/rss+xml" title="Airport Shuttles OR Tambo and Lanseria Airport » Feed"

<link rel="alternate" type="application/rss+xml" title="Airport Shuttles OR Tambo and Lanseria Airport » Home Comments Feed"

| |

[MatShepSEO]

What keywords were you ranking for that are now dropping?

The home page is a little light on content. You may want to create some content on the home page to explain to the user what you offer, how you are different and how to use the site. You could perhaps also provide links from the home page directly to each of your airport guide content pages.

Consider whether you should make your shuttle guides 'pages' instead of 'posts' and keep them closer to root of the domain rather than in the shuttles category folder: e.g.

http://www.transfersandshuttles.co.za/shuttles/airport-shuttles-cape-town/

-> http://www.transfersandshuttles.co.za/airport-shuttles-cape-town/ (redirect if you create new URL)

Perhaps the airport shuttle guides could contain some information about the airports in question too? Where to catch shuttles, airlines that fly from there etc. Make a resource for your users.

[cashchampion]

Hi Matthew,

Thanks for the info.
Yes the content on the homepage has been shifted to the airport shuttle page (http://www.transfersandshuttles.co.za/airport-shuttles/) as the booking tool is dynamic and takes up the homepage.
So you reckon I should link from the homepage to each of the airport shuttle pages - for each airport?

The reason for using posts and for putting them into categories is that we are hoping to expand out to not only offer airport shuttles, but wine tours, party buses etc.

We were targeting keywords such as: airport shuttles, airport shuttles johannesburg, cape town airport shuttles etc.

[cashchampion]

Hi Tina,

Thanks for the advice. The site has plenty of content (http://www.transfersandshuttles.co.za/sitemap/). Do you think I should start linking to it from the homepage?

[MatShepSEO]

Hi,

If you are going to generate a lot of guides like that I'd definitely link them from the home page. Firstly from a menu item and then perhaps individual links to articles that are relevant to the user on the page they are viewing.

After that make sure you are generating links to those pages as well as the home page.

You could also put an alt tag on your logo header image.

Good luck