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You may have over optimized for the word certificates on the home page. You should look at the top competitors on the first page of the SERPS and use keyword density tools to see if you are over optimized. You currently have at least 56 instances of the word certificates on the home page. You need to compare to that to the overall word ratio.

Hi, To some extent your answer above may be a large contributor to the steady decline in rankings over time. If your pages aren't refreshed and you're not doing anything much to update them and also not doing any link building then I should imagine that it would be relatively natural for your rankings to drop over time, particular if there are competitors who do do these things as they're naturally going to be working their way upwards with their efforts.

The best way is to make sure you have a alt tag, and use the imageobject schema to mark it up. http://schema.org/ImageObject

Hi Nicole, Your situation adds an interesting twist. First let me share I do not have personal experience with this particular situation where the images contain translated text and the only text which is being auto-translated is the alt tags and page title. If anyone else has experience with a similar situation please jump in! If I am understanding you correctly, the main site might be NicolesGreetingCards.com, and you may offer a Spanish folder such as NicolesGreetingCards.com/es for your Spanish cards. On the main site you would have a "Merry Christmas" greeting card, where your /es folder would have a "Feliz Navidad" greeting card. Assuming my understanding is correct I would share the following feedback: Google focuses on country-specific content rather moreso then language specific. Spanish in Mexico (/mx) is not the same as Spanish in Spain (/es). The same is true for English as US English is not the same as UK English. I would recommend offering a folder for each country rather then each language. Your country folders should not only adjust for language but for all local factors. For example currency, measurement systems, laws, customs, etc. My inexperienced guess is since you are performing very little translating it would be safe to use the automatic translations, but I would recommend using Mechanical Turk or a similar outsource worker approach for translations. It is exceptionally cheap and easy to use. It seems you really should have some actual text as content. Whatever images you offer should ideally be searchable. Some types of cards I have seen are "Happy Birthday", "Happy Birthday from Son", "Happy Birthday from Wife", "Happy Birthday from Father", etc. The addition of those categories or minimal amount of text would help users locate the cards they seek. This text would require translation as well. Be sure to use the language meta tags for translated content. Google should mostly pick up that /es is for Spain, but you want to provide all the proper signals to be certain they handle your content properly. Good luck!