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Thanks Jared for your thoughts/insight! I was leaning toward the dedicated/unique landing page for each contest as well.

Great, thank you for the insight, Eric!

I think the general idea is a good one. Having one very thorough and authoritative page about the common cold should be more powerful than three weaker pages that all compete for the same keywords. In fact, we did something similar last year when we pulled coupons, deals and reviews into a single page, but our review pages hadn't quite taken off and we knew that people don't really search for deals the way they search for coupons, so consolidating made sense to beef up the content in a single authoritative place. However, in the medical niche I'd be very wary of losing traffic that would have gone to symptom and treatment pages, just knowing (ok, I didn't look anything up, but I can guess) how often those are specifically searched and the indexing issues we've had with content inside collapsible divs. John Mueller has said before that if that content was really so important, you wouldn't be hiding it behind a click. It's a really big risk. If there's a way to test it on a handful of pages before rolling out any sitewide changes, I would absolutely do that.

I actually think it has less to do with schema and more to do with things like Freebase. It's the same as the one box showing up in branded searches in Google. I don't know the threshold or metrics for how to get that, but I know you at least need to have the same consistent information across the web about your brand. As Bob said, I'm really curious if anyone has insight as to metrics or thresholds.

General rule of thumb: Never count on SE's spidering javaScript, but also never assume that they won't. In this case, I do not think you should expect to get any link juice from those drop-downs.

Hi Alex, As far as I'm aware the crawl will always come back to the day that the first crawl was scheduled. However, if you want to find out for sure, the quickest way to get a response would be to email the help team direct - help [at] seomoz.org. Hope that helps, Sha

Barry Schwartz at Search Engine Roundtable reported seeing this in April of this year at http://www.seroundtable.com/google-sitelinks-jumbo-13324.html. I think I've seen them on occasion, but not often.