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"?>
<api>
  <query>
    <pages>
      <page ns="0" title="Best E cig Brands" missing="" />
      <page ns="0" title="Best e cig" missing="" />
      <page ns="0" title="E cig" missing="" />
      <page ns="0" title="E cig review" missing="" />
      <page ns="0" title="E cigarette" missing="" />
      <page ns="0" title="E cigarette Reviews" missing="" />
      <page ns="0" title="Electronic cigarette-Try the newest Strategy for Vaping" missing="" />
      <page ns="0" title="Premium Electronic Cigarette" missing="" />
      <page ns="0" title="Quick cash loans fast payday loans" missing="" />
    </pages>
  </query>
</api>