URL Rating (UR) / Page Authority (PA)
In one line
URL Rating (Ahrefs) and Page Authority (Moz) are vendor-specific 0-100 scores that estimate the link-equity strength of a single URL — they are page-level metrics from two different tools, not synonyms.
Going deeper
URL Rating from Ahrefs and Page Authority from Moz both compress 'how strong is this page in backlink terms' into a 0-100 score. They live alongside domain-level metrics like DR or DA but are scoped to individual URLs, which is what you actually rank.
The most useful play is comparing your page's UR to the average UR of the URLs ranking on page one for your target keyword. If you are well below that average, you usually have a link-building problem before you have a content problem.
Caveat: UR and PA are third-party estimates, not Google numbers. Treat them as relative tools within a single vendor's view, not absolute truth — comparing UR across tools rarely tells you anything useful.
Related terms
Guest Blogging
Guest blogging is the classic link-building tactic of contributing content to other sites and earning a natural backlink to your own in the byline or body.
SEOBroken Link Building
Broken link building is the outreach tactic where you find dead links on other sites and propose your own page as the replacement target.
SEOToxic Backlink
A toxic backlink is a low-quality inbound link — from spam, hacked sites, link farms — that can raise penalty risk if left unaddressed.
SEODisavow Tool
The Disavow Tool lets you tell Google to ignore specific backlinks when evaluating your site — a last-resort instrument typically reserved for actual manual actions.
SEOE-E-A-T
E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is Google's four-axis lens for content quality — and the same kinds of signals matter when LLMs decide whom to cite.
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