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Stanford Guidelines for Website Credibility
The guys at Stanford university have put together guidelines for a website to follow in order to achieve maximum credibility with the users.
Credibility itself is more important then any amount of search engine optimization or other tricks you may have. Adobe.com never run an internet SEO campaign yet they are one of the most credible sites on the internet (and best ranked too). In other words credibility equals ranking.
What if Google had to design a search optimized version of itself?