Andy_Langton - 8:43 pm on Sep 27, 2012 (gmt 0)

As a rule of thumb 'self generated' links are less likely to provide you value, unless there is a good reason for Google to believe those links are trustworthy.

If you wanted broad advice, I think the worst thing you can do when building a new site is to concentrate on what search engines want. if you're in it for the long haul, think about what users want, and how they may not be getting that from your more established rivals. If you invest in solving that problem, you have a real shot at success.