@jamiebowers - There was a good thread about that about a month or two ago. I'm pretty sure that jwfacts and besty both made comments on it. Also some other savvy internet search optimization experts.
Their collective answer is that a strong weight on google search is your own personal search history. It's not necessarily the primary factor, but it is very strong.
Also, a few people mentioned that from the platform, they heard that the org is pushing the *dot* as important in the search. "jw *DOT* org" is more likely to yield the wts at the top of list and jwn much further down.
-Aude.
Edit to add:Here are links to discussion about search results for JW.org
http://www.jehovahs-witness.net/jw/friends/275601/1/Bizarre-comment-about-jw-org-at-SAD#.U1GrKc4UHQI
Here's an old thread on same topic of google search results: