Google SEO for simple website, help!

I have created a website for a friend's airport transfer business. The main search criteria that he wants his site to show high on the google results page is "Airport transfers Falkirk"

Now there are already about 2 or 3 websites that consistently show on the first page of the google results and he wants to be up there with them. Currently he is half way down the second page.

Iv looked at the other websites and they are also relatively simple and I cant really see why they are showing above our site.

the website is elitecentraltravel.co.uk

Iv tried to optimize the site and include keywords in the meta tags and main content, and also link to other relevant websites.

Can someone offer any advice on how to optimize this further?

The single most important aspect of SEO, is the links going TO your site. You need to build links from other (ideally related) websites, using your keyword as the anchor.

I don't automatically agree to this point. Yes, backlinks are great for attracting visitors to your website.
Even though it might take a little longer, you should really concentrate on your content. Think about what words people are using to search for your website and make sure you use those words. Put keywords in title tags (without stuffing them), etc ... It will make your site appear more often in the search results, while the amount of backlinks will make your site's appearances be higher up in the list.

Good point, but the op said that his goal was to rank higher for a specific keyword. I would think that he's going to need some good quality anchor texted backlinks in order to do that.

Your main competitors for this keyword are the local listings

So in addition to getting more links to your website and having the appropriate content, you also need to optimize your site for Google local.

1. Add your website to the Google local business center.

2. Use appropriate tags while registering your business.

3. I couldn't find your registered Falkirk address on your website. Add a contact page with your registered postal address [including ZIP/ Phone numbers]

4. Citations [name & address] are to local search as links are to web search. So get your business listed at trusted local business directories and make sure that you have your postal address listed on those directories as well.

Try to get the backlinks from where your competitors had got.
create backlinks as much as you can.

Remember after reaching your website on first page, you only need to increase "back links" as much as you can (if you on page is satisfactory) but only quality and relevant back links.

Thanks.

Thanks for the advice guys, I'm not really up on SEO as I am a recent web development graduate and SEO is not something that is really part of a developers job as far as I am aware its a specialist skill.

Can somebody give me an example of how to write content for the site in a way that would allow me to own the key-phrase more effectively in the main content? I guess its just a matter of learning to write content in an search engine friendly way.

We have already added the site to a few local business directories and google local. Can anybody suggest any good websites or business directories that are free as I might have missed them.

Also a lot of business directories don't seem to allow you to post links from keywords within the listing they just provide a text box for entering your site URL or don't even allow you to post your URL without paying a fee. We have two main domain names for the site. elitecentraltravel.co.uk and falkirkairporttransfers.co.uk I take it the latter would be a better choice for links?

Most directories are worthless, maybe you should try to target local tourist websites..... Hotels, b&bs etc etc ask them to put your link up on their site, explain to them that it will be beneficial to visitors of their site as some of their visitors will need airport transfers ! if they dint want to give a one way link do a reciprocal link it will benefit the both of you ! plus your websites are related to each other !

Most directories ARE worthless.

However, that's simply not true to generalize and say all are worthless.

Good directories:
1) Authority building dirs (Yahoo, BOTW, Business)
2) Industry-related aged directories.
3) Regional directories (think citations/local search which would be huge for this specific industry).

You are NOT going to rank for competitive keywords with 0 back links, you just won't. You'll want to rank in local search so create a profile at google.com/places and read David Mihm's local search guide.

If you have little time and some money to spend the Yahoo directory might be worthwhile as it will help you establish credibility with minimal effort. Next, perhaps you could do a press release to get links and visibility for the new site.

How GOOD of content can you put up for a airport shuttle service? I would just make sure the copy is optimized for sales and then reach out to airports, shuttles, and any regional businesses and really work offline to establish relationships that will allow you to link to (and get links from) other local businesses. That's where you will see the biggest impact.