Ahrefs’ URL Rating or UR is an internal factory-built parameter which assesses the strength of a website’s backlink profile. The more backlinks the site collects, the stronger the profile becomes; thus, rating implies measuring the strength on a scale from 0 to 100 (where 100 is strongest). Some parameters considered in computing the UR are the number of links, quality of backlinks, authority of linking domains, and link profile of the website itself. Unfortunately, UR is not a metric that Google will refer to judge rankings with, but it can be helpful in comparing backlink profiles with those of other sites and finding new link-building opportunities. This can as well be used to keep a track of the link-building performance over the period. However, do remember-UR is just one among many indices-an SEO strategy should not hinge only on it. In fact, an all-round SEO strategy will involve many things like quality content, technical optimisations, and user experience.