Clarity, mathematically it's a loosing battle for them. They don’t endorse any other websites, and are actively trying to shut them all down. Other ‘jw’ websites pro or against tend to have a slew of small articles chock full of their buzz words, words which witnesses are more likely to search for. At the same time jw.org is updated at a relatively slower rate, and the articles contain an ever increasing amount of fluff in which the brainwashing rhetoric is contained. Thus you have a growing library of fast growing anti-Watchtower content containing their keywords, and showing up ahead of, or just below jw jargon searches.
What would be ideal is a dedicated wiki exposing the truth about the truth (TTAT). Nothing that will alarm the average jw at a glance, but definitions which will help them see the flip-flopping of doctrine, and help to wake them up quickly. For instance outlining the ‘stand’ on blood and how the doctrine has flip flopped over the years, citing dates, and quoting articles in sequence.
Or the view on higher education, and quotes, and links to scans of articles from the mid 1900s to present. For instance
Awake! 1969 May 22 p.15
"If you are a young person, you also need to face the fact that you will never grow old in this present system of things. Why not? Because all the evidence in fulfillment of Bible prophecy indicates that this corrupt system is due to end in a few years. Of the generation that observed the beginning of the "last days" in 1914, Jesus foretold: "This generation will by no means pass away until all these things occur."-Matt. 24:34. Therefore, as a young person, you will never fulfill any career that this system offers. If you are in highschool and thinking about a college education, it means at least four, perhaps even six or eight more years to graduate into a specialized career. But where will this system of things be by that time? It will be well on the way toward its finish, if not actually gone!".
If done right, avoiding copyright issues, and linking directly to their website to show flip flopping doctrines can wake allot of jws up!