A Review of The Link Building Book by Paddy Moogan





Unless you’ve been under a rock for the past week or so, you’ve doubtlessly heard that Paddy Moogan has written a book about Link Building :)

I read Paddy’s book this week and figured I write a review here.

I ought to say by way of a disclaimer that I do work with Paddy at Distilled, however this review is impartial – he’s not asked me to write this; nor have I received any kind of financial inducement to do so.

So, what do you get for your $37?

Over 65,000 words (or 287 pages) of Link Building goodness. The book includes sections on the following:

  • Link building basics
  • The history of link building
  • What you need to know about PageRank
  • The anatomy of a link – what makes a good (and bad) link
  • Planning and executing a link building campaign
  • How to scale link building safely
  • Penalties
  • Building a link building team
  • Outsourcing your link building
  • Making link building happen
  • Social signals and their effect on link building
  • The concept of AuthorRank
  • Link building techniques
  • Link building tools
  • Link building case studies
  • Link building resources
  • Blogs to follow for link building tips
  • People to follow on Twitter for link building
  • Google Webmaster Tools Videos on link building
  • SEO conferences that include link building sessions

Who is the book for?

Paddy says he deliberately wrote the book to cater for those agency-side, client-side and indeed website owners regardless of their level of experience.

I’d definitely concur that regardless of your level of experience there’s something there for you. I’d suggest that the book is particularly useful for people new to link building – I really wish there had been a book like this when I was starting out – I’ll definitely be putting it on the recommended reading list for new starters at Distilled. I’d also encourage agency-side SEOs to share it with their sales team, so that they too can gain a clearer understanding of what link building involves, and therefore, be better able to sell it to clients.


What I loved…

It’s far more than a book of link building tips, as the bullet pointed list of contents above nicely demonstrates. It’s jargon-free and really easy to navigate to the relevant sections. Obviously I read the whole book because I was reviewing it here; however if you didn’t want (or indeed need) to read the whole thing, you could very easily skip to the sections most relevant to you. Here’s how I’d break the book down:

Introductory (or conceptual) sections:

  • The basics of link building
  • The history of link building
  • What you need to know about PageRank
  • The anatomy of a link – what makes a good (and bad) link
  • Social signals and their effect on link building
  • The concept of AuthorRank

Process-focused sections:

  • Planning and executing a link building campaign from start to finish
  • Building a link building team
  • Making link building happen
  • Scaling link building
  • Link based penalties
  • Outsourcing your link building

Hands-on stuff:

  • Link building techniques


  • Link building tools
  • Link building case studies
  • Link building resources
  • Blogs to follow for link building tips
  • People to follow on Twitter for link building
  • Google Webmaster Tools Videos on link building
  • SEO conferences that include link building sessions


Aside from the chapters on link building techniques and tools,  the chapter I got the most out of was the case studies. Sharing real world experiences really isn’t something we do enough of as SEOs – I’d love to see this expanded even further in future editions.

I also really liked how Paddy has provided guidance (and indeed a framework) for determining what sort of links a site needs in addition to providing tips and techniques to actually go and get those links.

Finally, I really appreciate Paddy’s honesty, I think it’s best summed up by the quote below:

“You also need some patience, determination, and hustle in order to build good links. It really isn’t that hard to learn, but it is hard to do. Not because it is technically complicated, more because it doesn’t happen overnight and it can often be unpredictable.”




I’d love to see a Kindle version – in fairness, Paddy does say you can transfer the PDF to your Kindle manually, however I didn’t realise you could do that until after I’d read the book in it’s entirety. I’m guessing you’re much less stupid than me and knew that already. The PDF will work just fine on your tablet apparently, but I don’t have one of those because I’m a luddite.

Speaking of being a luddite I’d love it if hard copies were made available – remember real books, made of actual paper?

fuck yeah


This isn’t a personal grumble, however I can imagine that some people might be peeved that either there’s no ‘secret sauce’ or ‘silver bullet’ offered up in this book. If you were hoping for some kind of ‘magic’ way to build millions of links without any effort on your part then this isn’t the book for you.

If you’re looking for a solution like that send me $10,000 and I’ll fix you up*.


What are the scores, George Doors?

I’d have no hesitation in recommending this book. It’s really well-written, is a fantastic resource and well worth the cover price. As I said above I think it’s particularly suitable for those who are new to link building, but there’s something in this book for everyone.

You can get your very own copy of Paddy Moogan’s Link Building Book for $37.


Have you read Paddy’s book yet? What do you think? Do let me know via the comments.


*Don’t do this really. I will just take your money. Oh and laugh at you. A lot.


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11 Responses to “A Review of The Link Building Book by Paddy Moogan”

  1. Pilkster says:

    Good book, well written, however I’ve got to agree about kindle/paper – I read it on kindle, the PDF text is way too small to be comfortable. Also to use this book as a reference I would prefer a paperback version. I hope Paddy takes the hour or so required to upload it to lulu.com (or similar)

  2. Tiago says:

    You make a review of your own book? This should break all ethic rules in the world

  3. Hannah Smith says:

    @Pilkster – I think Paddy might be planning to do something about a hard copy version – fingers crossed, huh? :)

    @Tiago – Er no. My name is Hannah. I’m a girl. I wrote the review. Paddy (pictured) wrote the book and is a boy. We’re different people. Different genders. Our names are spelled differently. We sound different – Paddy has a soothing Midlands baritone whereas I’m from London and (apparently) sound a bit like an M&S food advert voice over.

    Much as I love breaking the rules (but never the law) rest assured no such ethical rules have been broken. I hope this clarifies the situation.

  4. Paul May says:

    I don’t know…something seems fishy here. Are you sure you’re not Paddy?

    I think your review is spot on. The book is excellent. Actionable without trying to take a cookbook approach to link building (which I think, by definition, can’t be done).

    That said, I still have major questions about your ethics, Hannah (or whatever your name really is).

  5. Rob says:

    Didn’t Paddy say he was going to update the book every few months? Will take a while to do that for hard copies :)

    @Hannah If you sound like the M&S woman, any chance of an audio book? :)

  6. Pilkster says:

    Hmm maybe I’ll print it and use a ringbinder, been a while since I’ve done that

  7. Hannah Smith says:

    @Paul May
    Hannah: You want answers?
    Paul May: *I want the truth!*
    Hannah: *You can’t handle the truth!*
    Hannah: Son, we live in a world that has walls, and those walls have to be guarded by men with guns. Who’s gonna do it? You? You, Lt. May? I have a greater responsibility than you could possibly fathom. You weep for Santiago, and you curse the Marines. You have that luxury. You have the luxury of not knowing what I know. That Santiago’s death, while tragic, probably saved lives. And my existence, while grotesque and incomprehensible to you, saves lives. You don’t want the truth because deep down in places you don’t talk about at parties, you want me on that wall, you need me on that wall. We use words like honor, code, loyalty. We use these words as the backbone of a life spent defending something. You use them as a punchline. I have neither the time nor the inclination to explain myself to a man who rises and sleeps under the blanket of the very freedom that I provide, and then questions the manner in which I provide it. I would rather you just said thank you, and went on your way, Otherwise, I suggest you pick up a weapon, and stand a post. Either way, I don’t give a damn what you think you are entitled to. Also, I’m still not Paddy :)

    @Rob I like books. Made of paper. Don’t judge me :)
    Maybe I could just do the audio version of Paddy’s book? Although judging by the confusion caused via this post it might be best not to further muddy the waters.

  8. Thanks for your review, Hannah. I just bought the book this past week and plan to dig in this weekend. I am a Luddite also, so a book that I could sit on my bookshelf would be great. However, I’m also a minimalist, so pdf is great.

    I’ve been in the industry for almost two years, but there are many things I still have to learn. I’m looking forward to reading the book from start to finish. I think it will help fill in the gaps and provide a solid structure for all my future link strategies and campaigns.

  9. [...] We’re  finding Paddy Professions.  (32.5 of them to be exact, halfway to 65, a number related to his 65,000-word link building book; see reviews here and here and here.) [...]

  10. Good review. I will have to check the book out. I especially like that the book has case studies you can read.

    With all the changes we all need all the guidance we can get on new link building strategies.

  11. Ash Buckles says:

    Thanks for your review. I’ve purchased and am currently looking forward to reading word-for-word. I had the pleasure of listening to Paddy’s talk at Mozcon last year. In fact, I wrote a follow up post on SEO.com about his 35 link building tips. It was a lightning fast talk with so much win it was ridiculous.

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