The study looked at how people navigate websites, search and react to advertising.
The summary is that a human eye scans a webpage like letter F. These results [similar to Google Heatmap] are depicted in the picture on the right side.
The areas where users looked the most are colored red; the yellow areas indicate fewer views, followed by the least-viewed blue areas. Gray areas didn't attract any fixations.
The results offer some useful hints for Web Designers and Bloggers showing Advertisments.
First, for effective layouts - don't place Google Ads [or other advertising banners] on the right sidebar as web users typically ignore that area.
Users scan a webpage in seconds and no one is going to read text word-by-word. Most are only going to read the first two paragraphs. In a few seconds, their eyes move at amazing speeds across your website’s words in a pattern that's very different from what you learned in school.
Therefore, try to highlight [use different font, increase font weight] the important lines to attract user attention. Make the initial paragraphs interesting to read.
Related: Read Google Adsense Tips
Read: F-Shaped Pattern For Reading Web Content
Source: DP Forums | The eyes have it