This is kinda tricky for newbie because the website looks like a real keepkey official website so good catch on this one. I wonder if there are still a keepkey or other hardware wallet user that not using the official website for updating there firmware? I usually bookmark all the official website that I used including exchange and hardware wallet official website.
This scammers are doing there best just to scam. They even spend some money for paying ads popup.
Maybe you should bold or change color the "NOT" word on the OP, there's a chance that an outsider that looking for an update for keepkey might overlook your thread as tutorial for updating a keepkey. This is dumb but we all know that many people are not reading carefully content just like those who are still into ponzi.
Bookmarking the official website is a great step to escape from these fraud platforms. This is been a real problem nowadays, scammers use the exact same design, font, color, text etc for their website which can confuse anyone. Even the name has just 1 alphabet change, which is hard to recognise sometime. Not only a newbie but any pro also get into these kinds of bait. Just a small mistake or careless move can con you easily. This is one of the main reason why any newbie(or a layman who is not that tech-friendly) resist to make any sort of online transfer.