Link Building
URL Rating (UR)
Quick definition
URL Rating (UR) is Ahrefs' 0–100 page-level metric estimating the backlink strength of a specific URL.
While DR measures domain-level authority, UR measures the authority of an individual page. A site's homepage often has a high UR even when deeper pages don't.
Why URL Rating (UR) matters
UR is useful when guest-posting or earning backlinks: a link from a high-UR page (such as a frequently-linked-to pillar article) is more valuable than a link from a brand-new post with UR 0.
How URL Rating (UR) works in practice
When evaluating placement opportunities, look at both the publishing page's UR and the target site's DR. A high-UR page on a moderately-ranked domain can deliver more equity than a low-UR page on a powerhouse site.
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Related terms
Domain Rating (DR)
Domain Rating (DR) is Ahrefs' 0–100 score measuring the strength of a website's backlink profile relative to others in its index.
Page Authority
Page Authority (PA) is Moz's 0–100 score predicting how well a specific page will rank in search results.
Link Equity
Link equity is the SEO value passed from one page to another through hyperlinks — sometimes informally called 'link juice'.