July 12


Why Acquiring Links with a High UR is Big for SEO

By Jason Khoo

July 12, 2020


Hi, guys, and welcome to another edition of Zupo's SEO Talk & Tea. 

Today's conversation is why acquiring links with a high URL rating, or UR, is really important for your SEO. This conversation is really important because as we get into the nitty and gritty of link building, not all links are created the same. Therefore, I want to have this discussion to help really refine the understanding of link-building. But before we begin, we have a big topic to talk about today. So we have a big tea to discuss, because this is Zupo's SEO Talk & T. So today we have a pu'er tea that I drink pretty much every other day if not every day. It is a pu'er tea that was gifted by my uncle. I usually always say this, it might not be a good example, but it's the closest thing you're going to get to black coffee.

It's probably a little bit more tangy. That's not a great word to use for it, but if you ever drink this pu'er you'll understand what I say. It's dark. It has a kick, but I would say it has a more unique taste. Let's go ahead and get brewing and talking about these high UR links. So when you're link building, I want to just first define UR is a metric that is created by [inaudible 00:01:11], the SEO software company, and UR stands for the URL rating of a page or a link. And so the reason why this is important is because my philosophy on link building is much more about referring domains. I actually don't care about the quantity of links. I care much more about the quantity of referring domains. And there's another video I've created about this so if you're curious about that conversation, you can go ahead and watch it.

But I care much more about acquiring referring domains and especially high quality referring domains. And that's what I mean by referring domains with a high domain authority and a large domain authority domain rating, or a strong SEO approach. Now, where this translates into UR is that the reason why you want to get links on high quality reform domains is, the links you'll acquire from a higher domain authority domain rating is that because they have such a high domain authority and domain rating, they will pass more link equity to you. Now, here's where it gets a little complex. Now, remember domain rating and domain authority is a score of the site as a whole. But URL rating is the score of each individual page on the site and a site, it's a compilation of all the different pages on its website.

Therefore, the spread of scores may be much higher and much lower. Therefore, if you have a homepage, your homepage is probably one of the more stronger UR pages. And then, for example, your privacy policy page, it might be the lowest one. Now, when it comes to link building, if you want to get even more granular, you want to acquire links from high quality referring domains. But second, you want to try and acquire links from specific pages on their site that have a high UR. That means you want not only a high referring domain, but you don't want a low weak page on their site. You want to get a link from a high UR. And where this gets really nuanced is at the end of the day pages with a high UR on other people's sites is not in your control because more often than not you can only acquire a lead from a website by their own rules.

So maybe they have a resource list that you're trying to get onto or maybe they only will you to have a link if you guest post on their website. There may be many differing reasons and that's why we go for referring domains with high quality. We can't always dictate where our link will be placed on the website, but as long as the site has a high domain authority or domain rating, we have a better chance of still getting a higher UR because the trip down effects of that website having a strong score will bleed onto its page. Now, if you're lucky enough though and you're working with a website and you publish a piece or your link is put on a page where it has a high UR, your website will benefit greatly because not only are you getting a link from a high quality website, the page itself that has the link has a high URL rating, has a high SEO profile, lots of people are looking to it. They see the high value and that link equity, that strength on that page, will be passed to you.

So, therefore, if you want to get even more granular, go for high referring domains, but try your best to also get high UR pages. But I will say, it is difficult because a lot of times with [inaudible 00:04:23] PR you're writing a blog post. That's where it is beneficial to write high quality content that, that publication or that website can use heavily in their own marketing and they can hedge a lot of resources into that to help pass link equity to you. Or try to find strong resource lists that people already link to and see if you can get your link on there as well. High UR is a great thing to go for. It's not always possible. It can be very difficult at times. And I would say most of the time that for my clients that we have gone high UR, it's not what we expected.

We submitted a piece to a publication and we didn't expect it to be that high quality. All of a sudden, that piece is very popular, a lot of people are linking to it, and suddenly we're passing a lot of link equity to our website. So when you're doing your link building campaigns, there are different things to be measuring. The total number of backlinks. If you can get follow links, increasing your referring domain count. But, of course, always make sure you can check the UR strength or the URL rating strength of the links you're acquiring. Try to go for sites that you identified that automatically give you high UR links. If you find those, continue to keep working with those because those are the highest quality you can get. The stronger the links you can get, the better for your site and the better that your site will benefit from those offsite SEO campaigns.

Hopefully, you guys found that valuable. It's a big conversation. To understand it, you have to understand a lot of other backlinking and SEO strategies. So it can be a little bit more advanced. But if you do understand it, it will help shift your understanding of how to go about link building. If you guys found that valuable, please like and subscribe, I'm going to go ahead and start pouring my tea out. And I hope to see you guys again soon.

Thanks everybody.

Jason Khoo

About the author

Jason is founder and CEO of Zupo, which is an Orange County based SEO consulting agency helping construct powerful long term SEO strategies for our clients. Jason also enjoys multiple cups of tea a day, hiding away on weekends catching up on reading and rewatching The Simpsons for the 20th time.

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