Interlace Health
Interlace Health is a healthcare technology company with over 30 years of experience, undergoing a major transformation from a legacy on-premise vendor to a SaaS-first growth company. They came to Digital Authority Partners after a previous SEO agency failed to deliver meaningful results in nearly a year. Their website wasn’t reflecting their modern positioning, technical SEO issues were suppressing visibility, and their lean marketing team needed a strategic partner who could move fast and deliver measurable impact.
Interlace Health, formerly known as FormFast, is a healthcare technology company with 30+ years of experience in forms automation. They provide cloud-based patient intake, digital consent, e-signature, and downtime solutions to health systems across the United States through their Nova SaaS platform.
How We Helped Interlace Health
Project Summary
Interlace Health was in the middle of a major transformation, moving from a legacy on-premise vendor to a SaaS-first growth company. However, their website was holding them back. A previous SEO agency had delivered nothing after nearly a year of work. The site averaged position 35 in Google search, and landing pages were cannibalizing their own branded rankings.
Digital Authority Partners stepped in to fix the technical foundation first. We executed 17 critical SEO fixes, cleaned up the search index, rebuilt broken analytics tracking, and shifted on-page content from feature-heavy descriptions to pain-point messaging that resonated with healthcare decision-makers. Within months, search position improved 57%, click-through rates jumped 52%, and site health went from 66 to 98 out of 100, building a clean technical foundation for future content and paid media work.
The Challenge
Technical SEO Decay Buried on Page 3-4 of Google Search
Interlace Health's website was buried on page 3-4 of search results, averaging position 35. Crawl errors, broken links, and redirect issues were actively undermining their search presence, making it extremely challenging for high-intent healthcare buyers to find them organically.
Content Authority Crisis Salesforce Pages Cannibalizing Rankings
Pardot-hosted landing pages at go.interlacehealth.com were indexed by search engines and competing directly with the main website for branded searches. This duplicate content was diluting SEO authority and leaking organic traffic to unoptimized pages.
Broken Analytics & Tracking Duplicate Analytics Codes Distorting Data
Multiple Google Analytics codes were firing simultaneously, inflating metrics and eroding trust in the data. Google Tag Manager was misconfigured, so the marketing team couldn't accurately measure what was working or attribute leads to the right channels.
Messaging Misalignment Feature-Heavy Content Missing Buyer Pain Points
The website leaned on technical feature descriptions instead of addressing buyer pain points around staffing shortages, compliance risk, and care continuity. This approach wasn't resonating with Chief Information Officers, Health Information Management Directors, or clinical decision-makers who wanted urgent business value.
How we Helped Interlace Health
Comprehensive Technical SEO Remediation
The DAP team executed a systematic technical SEO overhaul to fix the foundational issues suppressing Interlace Health’s search visibility and site health.
- Resolved all crawling and indexing issues including Salesforce page deindexing and canonical tag corrections
- Fixed heading structure, optimized meta titles and descriptions, and added image alt text across all key pages
- Removed duplicate Google Analytics codes and reinstalled Google Tag Manager with proper validation
- Optimized site speed by improving time to first byte, compressing images, and deferring render-blocking resources
- Implemented web security improvements including subresource integrity hashes, content security policy headers, and security configurations
Indexing Cleanup & Crawl Budget Optimization
We eliminated the pages hurting Interlace Health’s rankings and redirected Google’s attention to the pages that convert healthcare buyers.
- Deindexed low-quality Salesforce/Pardot pages that were cannibalizing rankings for branded searches
- Updated the sitemap to reflect only high-value, optimized pages worth indexing
- Fixed 404 errors and broken redirect chains that were wasting crawl budget
- Consolidated ranking authority onto strategic pages targeting high-intent healthcare buyer searches
- Implemented canonical tags to prevent future content duplication issues
Content & On-Page Optimization
We aligned Interlace Health’s on-page content with their SaaS transformation, shifting from feature-focused messaging to pain-point-driven narratives that resonate with healthcare decision-makers.
- Restructured key landing pages around buyer pain points: staffing shortages, compliance risk, and care continuity
- Optimized content for high-intent keywords aligned to their four ideal customer profiles: US Health Systems, National Accounts, Canada, and Partners
- Prioritized Patient Intake and Downtime Solutions pages for expanded long-tail keyword coverage
- Created strategic internal linking architecture to guide visitors through the buyer journey
- Positioned Nova cloud platform as a problem-solving, mission-critical solution rather than a feature set
Analytics & Measurement Foundation
We rebuilt the analytics infrastructure to give Interlace Health’s marketing team trustworthy data for decision-making and return on investment reporting.
- Cleaned up duplicate Google Analytics 4 tracking codes that were inflating session and pageview counts
- Reinstalled and validated the Google Tag Manager container with proper firing rules and triggers
- Established baseline performance metrics for ongoing measurement and optimization
- Set up reporting framework to track organic search position, click-through rate, and click quality over time
- Created measurement documentation to support the lean marketing team's ongoing optimization efforts
What we Achieved
Interlace Health’s average search position improved from 35 to 15, moving the site from page 3-4 to the top of page 1-2. Healthcare decision-makers searching for forms automation, patient intake, and downtime solutions are far more likely to find Interlace Health in their results.
Click-through rate jumped from 0.80% to 1.21% as the site began appearing for more relevant, high-intent queries instead of broad, low-quality searches. A higher click-through rate means each impression is working harder, attracting more qualified visitors actively looking for healthcare automation solutions.
The Ahrefs Site Health Score jumped from 66 to 98 out of 100, placing Interlace Health in the top tier of technically optimized websites. Nearly all crawl errors, broken links, redirect issues, and on-page problems were resolved in the process.
All 17 planned technical SEO fixes were implemented across five categories: crawling and indexing, content and on-page, analytics and tagging, site speed, and web security. Every fix was completed within the Phase 1 timeline, giving Interlace Health a clean technical foundation for content expansion.
