You are looking at the HTML representation of the XML format.
HTML is good for debugging, but is unsuitable for application use.
Specify the format parameter to change the output format.
To see the non HTML representation of the XML format, set format=xml.
See the complete documentation, or API help for more information.
<?xml version="1.0"?>
      <p ns="0" title="Experts" snippet="...e and Place Branding: What the Data Tells Us&amp;quot;, &amp;quot;Place Branding: Evolution, &lt;span class=&#039;searchmatch&#039;&gt;Meaning&lt;/span&gt; and Implications&amp;quot;, “The Rise of Country Branding: Implications for Busine&#10;" size="35918" wordcount="5258" timestamp="2017-11-03T12:04:46Z" />
      <p ns="0" title="Videos" snippet="...h its clear presentation at the 3rd Space World, Mr Govers illustrates the &lt;span class=&#039;searchmatch&#039;&gt;meaning&lt;/span&gt; of the concept “place branding” in all its dimensions and aspects in a &#10;" size="6916" wordcount="1071" timestamp="2017-11-21T15:22:22Z" />
      <p ns="0" title="Research" snippet="|2004||Papadopoulos Nicolas||Place branding: Evolution, &lt;span class=&#039;searchmatch&#039;&gt;meaning&lt;/span&gt; and implications||Eric Sprott School of Business|| Place branding||1(1)||36&#10;|2009||First Ivana||Brand &lt;span class=&#039;searchmatch&#039;&gt;Meaning&lt;/span&gt; and its Creation in a Cross-Cultural Context ||University of St. Gallen||Pr&#10;" size="52002" wordcount="6873" timestamp="2017-11-06T11:37:47Z" />