Authority Metrics

Ahrefs URL Rating (UR)

Glossary  |  2 mins

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Ahrefs URL Rating, or UR, is a metric used to gauge the strength of a given page’s backlink profile. It’s measured on a scale from 1 to 100; the higher the number, the stronger the backlink profile. A page’s URL Rating can be checked for free, by entering its URL into Ahrefs’s Website Authority Checker.

URL ratings are tracked on a logarithmic scale, meaning that it can be shifted much more easily on the lower end of the scale compared to the higher end. For example, getting a page’s URL rating from 10 to 20 will require much less work than getting a URL rating from 60 to 70.

Though what can be considered a “good” UR depends on a lot of factors, such as the age of your site and the level of SEO competition within your industry, URL ratings tend to fall between 40 and 50 on average, with anything higher than that being comparably strong.

UR has a positive correlation to rankings on Google, and is calculated using similar factors as Google’s PageRank formula, such as the number of links, the authority of those links’ referring domains, and the links between pages. This data is filtered through similar parameters as PageRank too, such as the way both algorithms respect nofollow html attributes, and both use a damping factor.

While the way the URL Rating of a page is determined certainly has similarities with the PageRank algorithm, they’re not identical, and shouldn’t be treated as such. While PageRank has been able to develop over the years on the strength of Google’s massive resources, Ahrefs’ UR algorithm has stayed relatively basic. This is partly because Ahrefs lacks the resources to crawl additional factors on the billions of pages that make up the tool’s index, and partly because the specifics of the PageRank algorithm are deliberately kept secret by Google.

URL Rating can be useful during link building campaigns to analyse the relative ranking potential of a specific page. For example, if you’ve published a series of posts on a similar topic and devoted the same amount of link building resources to each page, and one of those pages is showing a URL rating that’s significantly lower than the others, there may be an issue with one of the backlinks.

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Ahrefs URL Rating (UR) FAQs

Why is my DR score different to my UR score?

Though both metrics are calculated using similar factors, Domain Rating measures a whole domain’s link equity, while the URL Rating only looks at the specific URL entered. Because UR is calculated from a single URL, it’s frequently higher or lower than its website’s DR.

Questions to ask your link builder