I’m Paddy Moogan and I’m the author of The Link Building Book. I’m the co-founder of Aira, a digital marketing agency based in Milton Keynes in the UK. I’ve been working in SEO since around 2004 when I was studying for a Law degree, got a little bored and started building (and ranking) websites in between lectures. I originally released The Link Building Book in 2013 and was originally a paid book. In 2020, I decided to update the entire book and upload it online for free which brings us to today.