URL Rating (UR)

URL Rating (UR) is a metric from the SEO tool Ahrefs that measures the strength of a single page's link profile on a scale from 0 to 100. The score rests on the number and quality of the backlinks pointing at that specific URL, and on the internal links the page receives from the rest of its site.

The scale is logarithmic. Moving from UR 10 to 20 takes far less than moving from 60 to 70, so the high scores belong to pages with unusually strong link profiles.

UR and DR measure different things

UR is often confused with Domain Rating, but the two describe separate things: DR covers the link strength of a whole domain, UR that of the individual page. A subpage on a strong domain can carry a low UR if nobody links to it, so UR often gives a sharper picture of why a particular page ranks than the domain figure does.

In link building, UR serves as a quick quality check, since a link from a page with high UR typically passes more value than one from a weak page, provided the context is relevant. The limits are worth keeping in view: UR is Ahrefs' estimate, not a number from Google, and no search engine uses the metric directly. It is a direction indicator rather than a verdict, and the guide to link analysis puts it next to the numbers that decide more.