Contest Page Generating Links

[Hakkasan]

My company is in the middle of a big contest that is generating thousands of backlinks pointing to the contest page on our domain. How do you suggest best using this authority we're building up with these backlinks to spread it to the pages we'd like to rank for, especially after the contest is over and we take down the page?

[YouON]

Never take down the page. Put a text above all "Hey this contest is closed!" if you destroy the page you loose all the trust you gained, don't do this. I my opinion a simple thing si to put some link from the page contest to the page you want rank for

[Hakkasan]

I'm sorry, by "take down the page" I meant redirect the page. Wouldn't the trust be spread? Or would it still be better to leave the page up to recap the contest with links on it?

[Alex-Harford]

You do lose some, but I believe most of the link juice will flow if you 301 redirect the page. I'd probably do what YouON suggests and leave the page intact with useful links to elsewhere on your site.