How does one develop PageRank for all their 40 or so internal pages, as well as their homepage?

It is pages themselves that actually create PageRank. Links just spread it around. So to get high PR on one page, will require that you give up PR somewhere else, or you get links from other sites. There is no linking strategy that will "create" PR.

That said, the linking structure you use is critical to controlling where PR gets concentrated. This is the subject of the Mastering PageRank video.

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