Google is very emphatic about participating in link schemes.
Generally speaking, the important links are those coming into your website, not going out, though good outgoing links are part of what the Internet is all about.
The Google search results are based on (in part) checking on who is liking to you. "The quantity, quality, and relevance of links count towards your rating." says Google.
Particiaption in link schemes and and will be penalized. Some examples include
*any scheme where the intention is simply to have Google smile on you, manipulation of Page Rank.
* Excessive reciprocal links (though Google does not assign a number to "excessive")
* Buying and selling links that pass Page Rank
When making a decision about adding content to your website, ask yourself "Is this going to be beneficial for my page's visitors?" If not, don't post it.
