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Google backward links

I am the owner of GDIdata.com and am trying to improve my page rank.
Why do some sites have 100's of backward links all from with in their own site and others do not?

example
www.policeone.com has hundreds of backwards links all from within the site.

www.gdidata.com has very few

policeone has a high page rank and GDI data does not.

Any help is greatly appreciated