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“What makes a website look legitimate? Is it the design and style? Is it the content? Is it the links to and from the site?”, asks Search Engine Roundtable. I agree the question is very subjective, but, I think the last thing one would consider as enhancing legitimacy is the ads.
Nevertheless, although it was not a directly relevant paper (it was to do with Phishing), I do think there may be some interesting points to take away from this finding: “research seems to indicate that with careful page design and intelligent use of ads, the perceived authenticity or authority of our page content may actually increase.”
Sponzurz
