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-continue>
    <alllinks galcontinue="Call_Center_Management_Reference_Content" />
  </query-continue>
  <query>
    <pages>
      <page ns="0" title="Business Model Reference Content" missing="" />
      <page ns="0" title="Business Ontology Reference Content" missing="" />
      <page ns="0" title="Business Process Reference Content" missing="" />
      <page pageid="1015" ns="0" title="Business Channel" />
      <page pageid="1013" ns="0" title="Business Compliance" />
      <page pageid="1016" ns="0" title="Business Media" />
      <page pageid="1218" ns="0" title="Business Object" />
      <page pageid="1012" ns="0" title="Business Rule" />
      <page pageid="1019" ns="0" title="Business Service" />
      <page pageid="1017" ns="0" title="Business Workflow" />
    </pages>
  </query>
</api>