Finding links to add to your website is easy. Just search for websites related to your content and add links to quality websites you find. Finding other websites to link to yours is more difficult but not that all that hard. When searching for websites look for hyperlinks which read "links""resources" etc. To increase the strength of your website, page rank, traffic, etc. then it is much better to get sites to link to yours. You can try link searching software like
SEO Elite, a nice product that performs as advertised and finds high ranking websites that accept reciprocal links by keyword. You can also search for one way link directories like Online Supershops.Quality one way links are highly favored by the search engines.