URL Rating (UR) shows the strength of a page's link profile on a 100-point scale. The bigger the number, the stronger a page's link profile is. 

Important notes:

  • UR is a page-level metric, whereas DR is a domain-level metric. So if you put a website into Ahrefs’ Site Explorer and check its UR, the number you get will be for the homepage alone.

  • The scale is logarithmic, which means that it’s a lot easier for a page to go from UR 20 to UR 30 than it is to go from UR 70 to UR 80.

  • Both internal and external links are taken into account.

  • Our algorithms spot and cut off "linking loops" — the exchanging of rating scores again and again in a loop between two websites.

  • Our algorithm also removes some links which can artificially increase UR.

  • There is no difference between the HTTP and HTTPS version of a URL. Both http://ahrefs.com/ and https://ahrefs.com/ have same rating.



Q1: "Is UR similar to Google's PageRank?"

We use the same basic PageRank principles to calculate URL Rating (UR).

  • We count links between pages;

  • We respect the “nofollow” attribute;

  • We have a “damping factor”;

  • We crawl the web far and wide (which is a critical component when calculating an accurate link‐based metric)

Q2: “Why should I use UR, then?"

Nobody knows exactly how PageRank is calculated except Google themselves. But: high UR pages tend to rank higher in organic search results.

Since the formula for UR is based off basic PageRank principles, it correlates well with Google rankings and is a near-perfect way to gauge a page's link profile strength.

Q3: “Why is the UR shown in new reports different from legacy reports?"

At the moment, we've got 2 URs.

1. Legacy UR (for legacy reports):

2. New UR (for new reports):

NOTE: Legacy reports still show the older UR metric that had some drawbacks and was hence completely reworked.

Q4: "Is URL history available?"

Yes. We started computing the new UR at the start of August 2022. That's why historical UR graphs are only available since August.

Q5: "Is URL history also available via API v3?"

Yes. URL history is available as an API endpoint under API v3. Read documentation.

NOTE: API v3 is currently available only for Enterprise subscriptions.


Read more:

Watch a tutorial:

Did this answer your question?