Depending on your browser, websites with SSL certificates will have a padlock icon or your address bar will change color and users can clickon the padlock icon to verify the identity of the certificate owner.
"If you have just a slight change in the ordering, particularly something that might bubble up from eighth to third or fourth on the screen where you're far more likely to see it, then just that simple change in ordering might have a huge influence on what you clickon".
Services such as Google's AdSense, which places text advertisements on blogs and generates a few cents per mouse click, might bring in some spare change.