Glossary
What is URL Rating (UR)?
URL Rating (UR) is Ahrefs' 0 to 100 score for the strength of a single page's backlink profile, where Domain Rating scores the whole site. It counts both internal and external links to the page. A directory listing page with high UR passes more than a fresh listing page buried deep in the site.
UR vs DR
| URL Rating | Domain Rating | |
|---|---|---|
| Scope | One page | Whole site |
| Counts | Links to that URL, including internal | Followed links from unique domains to the site |
| Scale | 0 to 100, logarithmic | 0 to 100, logarithmic |
Ahrefs has said UR correlates with rankings more closely than DR, because Google ranks pages, not domains.
Why it matters for listings
A directory with DR 80 can still place your listing on a page with UR 5: new, linked only from a paginated category list. The link from that page passes less than the DR suggests. Listings that get linked from category pages, the homepage or the directory's newsletter gain UR over time. That's one reason a featured spot or a strong category placement helps beyond the visitors.
Example
Two listings on the same DR 75 directory: one sits on page 40 of a broad category (UR 3); the other is on page 1 of a narrow category also linked from a popular comparison page (UR 18). The second is the stronger link.
FAQ
Is URL Rating better than DR for judging a link?
For the link itself, yes: it's the page that links to you. DR is still useful for the site overall.
Does Google use UR?
No. It's an Ahrefs metric that approximates page-level link strength.
How do I raise a page's UR?
Earn links to it, and link to it from your own strong pages.