That's a big question... Personally I like going quite "white hat" - generate content on your site that people will want to talk about and then tell them about it in places where they hang out (blogs, forums, social media etc). But you can buy links (risky), exchange links with others (worthwhile?), generate content for article directories and PR sites with a link in (meh), spam blogs and forums (urghh) and many more. Depending on your type of site you may be able to get links from partners, suppliers or related organisations. Oh, and directory sites too, for what they're worth!
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