URL Rating (UR)

What Is URL Rating (UR)?

URL Rating (UR) is a metric created by Ahrefs that measures the strength of an individual web page’s backlink profile on a scale from 0 to 100.

A higher URL Rating indicates a stronger backlink profile.

url rating ur ahrefs

The UR metric assesses the quality and quantity of external links (backlinks) pointing to a specific URL.

Pages with a higher URL Rating tend to rank higher in the Google search results. That means that UR is a good metric for understating how well an individual page will rank in the SERPs.

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What Is A Good URL Rating?

A good URL Rating is typically from UR60 to UR100. This indicates a robust backlink profile and a higher potential for ranking well in search engine results.


URL Ratings are relative to the pages you are competing against in the SERPs.

That means that different niches and keywords require different strengths of UR to rank.

The best way to determine a good UR for an individual keyword is by looking at the URL Rating of pages ranking in the top 10 positions in Google.

How Do I Increase My URL Rating?

Increase your URL Rating by building high-quality backlinks from authoritative and relevant websites.

Ensure you have a natural inbound link profile from a diverse range of websites. You can use one of these guest posting services to help.

Focus on optimising each page on your website by creating high-quality content. Your website should also be mobile-friendly and provide a great user experience.

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Frequently Asked Questions

URL Rating (UR) measures the strength of a single page’s backlink profile. Domain Rating (DR) measures the overall backlink strength of an entire domain. It’s possible to have a high UR page on a low DR website.
No, URL Rating (UR) is not the same as Google PageRank, but UR is based on similar principles to PageRank. The URL Rating is a metric developed by Ahrefs and is supposed to mimic factors that affect PageRank to help you understand a page’s rankability in the search results.

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