why don't you guys tell him in details
ok here is my 2 cents about pagerank.
to gain good pagerank...u have to know two things. one is onpage optimization and another is off page optimization.
on page optimization is to optimize within your site. so what dipu said is onpage optimization. you can take that advantage is coz it's in ur hand. using keyword phrase in anchor text, title tag, meta tag, h1 to h6 tag etc. if use correctly can boost your website ranking but little bit. say your page is 2000 ranking in google. if you apply onpage optimization you can increase ranking to 1500.
but here is the tricky part. off page optimation. it's simply getting quality link from other authoriy site which determine google about your SERP(search engine ranking position). to get that you have to couple of things.
1. directory submission.(must be using keyword phrase in anchor text)
2. article submission( again using anchor text in author's resource box)
3. social bookmarking. don't ignore this. if done correctly can get 1000 traffic in matter of time.
4.forum posting in niche relates by using signature.
4.blog commenting in niche related.
4. reciprocal link. not that much value regarding one way link but getting link from high page rank site will surely get good pagerank.
there are other SEO tactics to get good pagerank which you have to googling
