Hims draws 1,050,921 monthly organic visits in the US from 92,558 ranking keywords, 42,310 of them in the top three positions. Roughly 38% of that traffic lands on the homepage from the single branded query "hims", and the six largest non-brand pages are sexual wellness blog articles carrying almost no commercial intent, which is where the gap for a challenger sits.
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01
The scale, stated plainly
Hims is the largest organic property in men's telehealth, and the figures are worth reading before anyone tells you the category is unwinnable.
The traffic value line is the one to hold on to. Ahrefs prices their organic visits at roughly $5.35M a month, against about $1.02M a month of paid. They are not buying this position. They earned it, and they earned most of it before the category filled up.
| Metric | Organic | Paid |
|---|---|---|
| Monthly visits | 1,050,921 | 118,467 |
| Monthly traffic value | $5,348,164 | $1,019,840 |
| Ranking keywords | 92,558 | 1,067 |
| Keywords in the top 3 | 42,310 |
Organic carries five times the traffic and five times the value of their paid programme. For a brand of this size that ratio is the whole argument for the channel, and it is the ratio most eight and nine figure telehealth brands have inverted.
03
The commercial demand, separated from the reading material
Volume is not the interesting column on this domain. Their largest non-brand pages rank on queries the paid market prices at a cent or two, which tells you what those clicks are worth to a prescriber.
So here is the opposite cut: non-branded keywords carrying commercial or transactional intent and a CPC above $2.50, which is the demand a men's health brand is actually competing for.
| Keyword | Volume | KD | CPC | Position | Traffic |
|---|---|---|---|---|---|
| finasteride | 320,000 | 72 | $3.38 | 1 | 0 |
| oral minoxidil | 45,000 | 34 | $5.81 | 19 | 157 |
| topical finasteride | 21,000 | 35 | $3.82 | 1 | 4,457 |
| generic viagra | 17,000 | 54 | $6.47 | 1 | 9 |
| erectile dysfunction medication | 6,400 | 73 | $4.67 | 1 | 179 |
| ed medications | 5,900 | 57 | $4.48 | 7 | 310 |
| testosterone online | 1,900 | 39 | $7.49 | 1 | 854 |
Read the last two columns together, because that is where this gets strange.
Hims ranks first for "finasteride", 320,000 searches a month at a $3.38 CPC, and Ahrefs attributes zero traffic to that position. First for "generic viagra", 17,000 searches at $6.47, and nine visits. First for "erectile dysfunction medication" at $4.67, and 179 visits.
Holding position one on a medical head term is not the same as receiving its traffic. These SERPs are stacked with knowledge panels, institutional results and features that resolve the query before anyone reaches a commercial listing, which is the same reason we tell hair loss brands not to chase "minoxidil" and TRT brands not to chase "testosterone replacement therapy".
The one row on this table doing real work is "topical finasteride": 21,000 searches, difficulty 35, and 4,457 visits landing on an actual treatment page. Specific beats big, even for the incumbent.
04
Where the flank is open
Two things follow from that table, and both are actionable for a brand with a fraction of the budget.
The first is "oral minoxidil". 45,000 searches a month, difficulty 34, a $5.81 CPC, and the category leader sits at position 19 with 157 visits. That is a newer prescribing pattern where the publisher content is thin and the incumbent has not bothered. It is the single clearest opening on this domain, and it is the same gap our hair loss playbook is built around.
The second is that the head terms are a trap for everyone, incumbent included. If Hims cannot convert a first position on 320,000 monthly searches into traffic, a challenger spending two years chasing the same term will not either. The demand worth having is treatment-specific, priced above $3, and sits at difficulty 35 rather than 72.
A challenger does not need to beat 1,050,921 visits. It needs to beat 157.
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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Where this leads
Methodology: Ahrefs Site Explorer, hims.com including subdomains. Ahrefs, organic keywords and top pages, 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.