Board Thread:Questions and Answers/@comment-3048593-20130220180500/@comment-122657-20130303162816

I don't know for certain, but I believe it's based on regular page visits.

We tend to be the de-facto source for finding detailed information on obscure Marvel characters, especially if they turn up in pop culture. So I believe you are right, and as soon as the character's name was announced in the movie, people started looking it up around here, possibly from Google as well.

You could try Special:Contact and ask the Wikia programmers. They would probably be able to definitively tell you.