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URL Rating (UR) is one of the SEO metrics provided by Ahrefs, a widely popular toolset. It allows to analyze the link profile quality leading to the indicated website. URL Rating (UR) shows the strength of a target page’s backlink profile on a logarithmic scale from 0 to 100, with latter being the strongest. Both internal and external links are taken into account when calculating this metric (but they’re “weighted” differently).