You really need to keep all of these in mind. Credible sites will not bombard you with ads every five seconds. Sometimes they may just be trying to sell you a product, and disguise it as presenting information.
The purpose of the site also is something you need to focus on. Are they trying to sell a product, get you to subscribe to their newspaper, or are they trying to give you credible reliable information?
And of course, you need to focus on the currency, relevance, bias, and credibility of the site. Would this site be very credible if it was written by a hypnosis expert with no degrees in science and strong opinions on the supernatural being involved with surgery?
Well, if they are - then this information probably won't be credible, and will have a lot of bias!
Hopefully, this helps! =)