SEO Glossary / URL Rating (UR)

URL Rating (UR)

What is URL Rating (UR)?

URL Rating (UR) is an SEO metric developed by Ranktracker that represents the strength of a webpage’s backlink profile. It is measured on a logarithmic scale from 0 to 100, with higher scores indicating stronger backlink profiles. UR is similar to Google’s PageRank in concept.

Key Features of UR:

  • Logarithmic Scale: Ranges from 0 to 100, with higher values indicating stronger backlink profiles.
  • Backlink Analysis: Considers both internal and external backlinks, though they are weighted differently.
  • Dofollow Links: Only "dofollow" links contribute to the UR score.

How is URL Rating (UR) Calculated?

UR is calculated by evaluating the quantity and quality of backlinks pointing to a specific webpage. The algorithm takes into account several factors, including:

  1. Quantity of Backlinks: The number of unique domains linking to the webpage.
  2. Quality of Backlinks: The authority of the linking pages, determined by their own UR scores.
  3. Dofollow Links: Only "dofollow" links pass UR, while "nofollow" links are disregarded.
  4. Link Distribution: The distribution and diversity of the backlinks, with more diverse backlink profiles being favored.

Why is URL Rating (UR) Important?

Positive Correlation with Google Rankings

Studies have shown a clear positive correlation between UR and Google rankings. Pages with higher UR scores tend to rank better in search engine results pages (SERPs), making UR a valuable metric for SEO professionals.

Page-Level Metric

Unlike Domain Rating (DR), which measures the overall strength of a website's backlink profile, UR is a page-level metric. This means it provides insights into the strength and authority of individual pages, rather than the entire domain.

Impact on SEO Strategies

Understanding and improving UR can help SEO professionals:

  • Identify Strong Pages: Recognize which pages have the strongest backlink profiles.
  • Optimize Link Building: Focus on building high-quality backlinks to pages with lower UR scores to boost their authority and ranking potential.
  • Evaluate Competitors: Compare the UR scores of competing pages to understand their backlink strength and devise strategies to outperform them.

Best Practices for Improving URL Rating (UR)

Focus on acquiring backlinks from authoritative and relevant websites. High-quality backlinks significantly boost UR scores.

2. Optimize Internal Linking

Ensure your website has a robust internal linking structure. Internal links help distribute link equity across your pages, enhancing their UR scores.

Regularly audit your backlink profile to identify and disavow toxic backlinks that could harm your UR and overall SEO performance.

4. Create Valuable Content

Develop high-quality, valuable content that naturally attracts backlinks. Engaging and informative content is more likely to be linked to by other websites.

5. Monitor and Analyze

Use tools like Ranktracker to continuously monitor your UR scores and backlink profile. Regular analysis helps you stay on top of changes and adjust your SEO strategies accordingly.


What is the Difference Between UR and DR?

UR (URL Rating): A page-level metric that measures the strength of an individual webpage’s backlink profile.

DR (Domain Rating): A domain-level metric that measures the overall strength of a website’s backlink profile.

How Often is UR Updated?

UR is updated regularly by Ranktracker, reflecting the latest changes in a webpage’s backlink profile.

Can UR Decrease Over Time?

Yes, UR can decrease if a webpage loses high-quality backlinks or if the linking websites themselves lose authority.

Is UR a Direct Ranking Factor for Google?

No, UR is not a direct ranking factor used by Google. However, it correlates strongly with Google rankings, making it a useful metric for SEO.

By focusing on building a strong backlink profile and regularly monitoring your UR, you can improve your webpage’s authority and ranking potential in search engines. For more insights on SEO metrics, visit Ranktracker's Blog.