URL Rating

Ahrefs' 0–100 score measuring the strength of a specific page's backlink profile.

URL Rating (UR) is an Ahrefs metric that measures the strength of a specific page's backlink profile on a scale of 0 to 100, as opposed to Domain Rating (DR) which measures the entire domain. UR reflects how many and how authoritative the links pointing to that individual URL are.

UR is analogous to Google's original PageRank concept: pages with more and better links have more authority, and that authority helps them rank. A page with a high UR benefits directly from links to that page; a page with a low UR but on a high-DR domain borrows some authority from the domain, but pages with dedicated link equity have an additional advantage.

For competitive analysis, checking the UR of pages currently ranking in the top 5 for a target keyword gives you a sense of how much page-level link authority you need to compete. Some keywords can be won with strong domain authority and minimal page-level links; others require a page that has itself earned significant backlinks.

Building page-level link equity for key landing pages — commercial landing pages, pillar content, key data resources — is a core link building tactic.