Building Web Credibility
The increasing interest in architectural and document presentation standards for the WWW has produced a variety of fascinating research studies from various sources, primarily in academic communities. In particular the Stanford Persuasive Technology Lab of Stanford University has presented the Stanford Guidelines for Web Credibility; this report is the result of an extensive research project spanning over 3 years and 4,500 participants. The report proposes 10 essential qualities or guidelines that contribute directly to the credibility of a web site.
The problem addressed by this report (web site credibility) directly concerns search engine marketing as all such campaigns are essentially an effort directed towards increasing the perceived credibility (and therefore visibility) of a given web site. I have summarized the Stanford Guidelines for Web Credibility below:


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