Function Health draws 56,975 monthly organic visits in the US from 1,247 ranking keywords, with 442 in the top three. Their largest non-branded commercial term carries 900 searches a month. For a category built entirely on people searching what a blood panel can tell them, that is close to no organic presence at all.
- 17
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01
A brand ahead of its search position
Function Health has done what very few health brands manage: created category awareness from scratch, quickly. The search footprint has not caught up with it.\n\n1,247 organic keywords is a small number in absolute terms. Against 822 paid keywords it is a brand that is buying nearly as much demand as it ranks for.
| Metric | Organic | Paid |
|---|---|---|
| Monthly visits | 56,975 | 15,829 |
| Monthly value | $56,213 | $14,895 |
| Keywords | 1,247 | 822 |
| Keywords in the top 3 | 442 |
The traffic value line is the one to notice. $56,213 a month against Hims' $5.35M. That is not a criticism of the business, which sells a high ticket panel rather than a monthly script, but it does show how little of this category has been claimed by anyone.
02
The whole commercial layer is small
Non-branded keywords with commercial or transactional intent and a CPC above $2.00, which is a lower bar than the other teardowns in this set because the category prices lower.
| Keyword | Volume | KD | CPC | Position | Traffic |
|---|---|---|---|---|---|
| gut test | 900 | 10 | $2.27 | 13 | 10 |
| health test | 600 | 70 | $3.00 | 1 | 16 |
| body scans | 600 | 10 | $2.33 | 16 | 3 |
| stress management therapy | 600 | 50 | $2.74 | 1 | 0 |
| health testing | 500 | 71 | $2.36 | 2 | 187 |
| functional medicine testing | 500 | 4 | $2.41 | 1 | 196 |
| gut testing | 350 | 24 | $2.83 | 7 | 20 |
"gut test" at 900 searches and difficulty 10 is the largest commercial term on the domain, and they sit at position 13. "functional medicine testing" at difficulty 4 is one of their best positions.\n\nDifficulty 4 and difficulty 10 on category-defining terms means nobody has competed for them. This is not a hard category to enter. It is an uncontested one, and it will not stay that way.
03
Where the flank is open
Effectively the entire biomarker layer.\n\nPeople do not search for lab testing platforms, they search for what a marker means. Ferritin, ApoB, homocysteine, fasting insulin and the rest each carry their own demand, and answering them properly is the same work as demonstrating clinical seriousness. Function Health ranks for 1,247 keywords in total, which means that layer is essentially unbuilt.\n\nThe second opening is the panel comparison layer. A buyer choosing between an at-home panel, a walk-in draw and a physician-ordered set is running comparison queries, and those are the highest intent moment in this category.\n\nThe third is that their paid programme is nearly as large as their organic footprint. A category with difficulty 4 head terms should not need 822 paid keywords, and the fact that it does tells you the organic work has not been done.
When I am asked if I know of anyone in the SEO space, without hesitation I point them to DTC SEO. They truly understand the power of authority content, onsite metrics, and strategic backlinking and has the network to put it into play.
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Uncontested is not the same as unwinnable
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Where this leads
Methodology: Ahrefs Site Explorer, functionhealth.com including subdomains. Ahrefs, organic keywords and site metrics, subdomains mode. United States. 1 August 2026. Figures are the Ahrefs export on that date and are not adjusted. CPC values are converted from the API's cents to dollars.