Your tank probably hasn't cycled long enough yet to add large numbers of fish. The ammonia level will likely continue to rise, followed by nitrites. Both ammonia and nitrites are quite toxic to fish, so you will need to do frequent water changes to keep their levels tolerable for the fish you currently have. Once the ammonia and nitrites peak and then drop to near zero (it usually takes more than two weeks unless you are adding bacteria to accelerate the process), you are ready for stocking your tank more fully. Nitrates will then build up (faster if your tank is stocked heavily) - weekly water changes will keep their levels in check. In a cycled tank, ammonia is converted to nitrite, and nitrite is converted to nitrate. When a tank is newly set up, it takes time for the proper bacteria to establish and complete the cycle.
A pH of 7 is OK for many SA cichlids, although more sensitive varieties require lower pH and very soft water. Depends on what you plan on getting.