What Is Dr and Ur in SEO

Two Metrics, Two Different Scopes

DR and UR are both Ahrefs metrics scored from 0 to 100 on a logarithmic scale, and they are frequently confused because they look similar in a dashboard. The distinction is scope. DR - Domain Rating - estimates the backlink strength of an entire website. UR - URL Rating - estimates the backlink strength of a single page. One describes the neighbourhood; the other describes the house.

Once that distinction clicks, a great deal of confusing SEO behaviour starts to make sense. It explains why a well-known publication with a very high DR sometimes fails to rank a brand new article, and why a small site can outrank a much larger one on a specific query. Search results are competed for at page level. Domain strength helps, but it is the individual page - its content, its relevance, and the links pointing directly at it - that has to win the query.

How AAMAX.CO Turns These Metrics Into Strategy

Knowing your DR and UR is easy; knowing what to do about them is the valuable part. AAMAX.CO is a full service digital marketing company providing web development, digital marketing, and SEO services worldwide, and we use page-level and domain-level authority analysis to decide exactly where to spend your effort. We identify which of your commercial pages are under-linked relative to competitors, restructure internal linking so authority flows toward pages that can convert it into revenue, and target external link acquisition at specific URLs rather than scattering it across your homepage. If you want a plan built on page-level reality rather than domain-level averages, our search engine optimization team can build and execute it with you.

Understanding Domain Rating in Detail

Domain Rating is calculated from the number of unique domains linking to your site, weighted by the DR of each linking domain and divided by how many sites each of those domains links out to. A link from a highly rated site that is selective about its outbound links passes more value than a link from an equally rated site that links to thousands of others.

Because the scale is logarithmic, progress slows dramatically as you climb. Moving from DR 10 to DR 30 might take a few dozen decent referring domains. Moving from DR 60 to DR 80 typically requires the kind of link profile that only sustained brand building and years of published work produce. Importantly, DR considers only links. It knows nothing about your content quality, your technical health, your user experience, or whether your site receives any traffic at all.

Understanding URL Rating in Detail

URL Rating applies similar link-based logic to a single page, but with one crucial addition: it accounts for internal links as well as external ones. This makes UR a practical measure of how much link equity a specific page has accumulated from all sources.

That internal component gives you direct control. Your homepage almost always carries the highest UR on a site because it attracts the most external links and sits at the top of your navigation. Pages linked prominently from the homepage and from other strong pages inherit meaningful equity. Pages buried five clicks deep, reachable only through paginated archives, accumulate almost none - regardless of how strong the domain is.

UR also tends to correlate more closely with individual page rankings than DR does, precisely because it measures the thing competing in the result. When you analyse a search results page and see one outlier ranking above stronger domains, checking UR often reveals why.

Reading DR and UR Together

The relationship between the two numbers tells a story. A high DR with low UR on your important pages means you have domain-level authority that is not reaching the pages that matter. This is one of the most common and most fixable situations, and the remedy is internal linking: add contextual links from your strongest pages, surface key pages in navigation and hub pages, and stop diluting equity across hundreds of low-value archive URLs.

A low DR with a surprisingly high UR on one page usually indicates a single successful asset - something that earned links on its own merits. The strategic move is to link outward from that page to your commercial content, converting its accumulated equity into support for pages that generate revenue.

High DR with high UR and still no ranking means links are not your bottleneck. Look instead at search intent alignment, content depth and freshness, page experience, and whether your page actually answers the query better than the incumbents.

Low DR with low UR on a competitive query means you should probably choose a different battle first. Build authority on less contested subtopics, establish topical relevance, and return to the head term once you have foundations.

Practical Applications

Competitive analysis at the right level. When assessing whether you can rank for a query, compare the UR of the ranking pages, not just the DR of the ranking domains. You will frequently discover that the pages ranking positions six through ten have modest page-level authority, which reveals a realistic entry point that domain-level analysis would have hidden.

Internal link audits. Export your pages with UR and internal link counts. Sort your highest-value commercial pages by UR ascending. Any page with real business importance and low UR is an immediate internal linking opportunity that costs nothing but attention.

Link acquisition targeting. Deep links to specific pages are harder to earn than homepage mentions, but far more valuable for ranking those pages. When you create link-worthy assets, place them where they can pass equity to the pages you actually need to rank, and link generously from them.

Content pruning decisions. Pages with negligible UR, no traffic, and no links are candidates for consolidation into stronger pages. Merging thin content and redirecting appropriately concentrates authority instead of scattering it.

The Limits You Must Respect

Neither DR nor UR is used by Google. Both depend on one vendor's crawl of the web, which is extensive but incomplete. Both are purely link-based and therefore blind to relevance, intent, freshness, and quality. And both can be inflated by manipulative link acquisition that produces no ranking benefit whatsoever.

Treat them as instruments for comparison and prioritisation, never as objectives. The businesses that succeed in organic search build genuinely useful pages, make them easy to find and understand, and earn citations because their work deserves citing. Increasingly that also means being quotable by AI systems that summarise and cite sources, which is why we pair conventional link strategy with GEO services for clients who want visibility across both traditional and AI-driven search.

Final Thoughts

DR tells you how strong your website is; UR tells you how strong the specific page trying to rank actually is. Most sites obsess over the first and neglect the second, which is why so many have respectable domain authority and disappointing commercial rankings. Audit your key pages at URL level, fix your internal linking so equity reaches them, aim external link building at the pages that need it, and you will extract far more ranking value from the authority you have already earned.