Just provide better content then them ............. so that there visitors come to your you automatically will get more backlinks and visitors with higher pr
As already stated here, I would go for quality over quantity anyday. Also, what is your internal linking structure like? Do your internal pages have some links to your target page using the keyterm "free downloads"? Also, does your <title> tag have this in? What about <h1> tags for the page... content the term, or at least semantically similar ones? If all this is taken care of, look to get high quality and relevant backlinks