Not important at all
Less important
Neutral
Important
Very important
Completeness of the content
Relevancy of the content to the subject
URL and domain of the web site
Visual layout (design of the site)
Correctness and accuracy of the content
Position in Google ranking
Recommendations from other parties
Personal trust in web site
Money received as commission from affiliate links, or directly from the site-owners
Advertisements on a web site (banners)
Credibility of the source (contacts of the author, references)
Ease of understanding of the web site (usability)
Performance of the web site (it should be fast and error-free)
Personal experience/knowledge of the web site
Up-to-dateness (how new the content is)