So, if I'm reading this correctly, the more a website is commented upon by other websites, the more likely it will come up on top when you put a generic name associated with it into a search engine?
Google has an extremely complicated algorithm that it uses to boost or reduce a website's authority.
It is basic however to have good, and extensive, content - WT's multi-language strategy is brilliant.
Links from sites that use the term(s) "jehovah" "jw", etc. boost jw.borg, as do links from sites that have a high PR or a high Moz ranking. (So, yes, unless countered somehow, direct links from this site will boost jw.borg.)