I cdnuolt blveiee waht I was rdanieg. Due to the phaonmneal pweor of the hmuan mnid, aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it dseno’t mtaetr in waht oerdr the ltteres in a wrod are. The olny iproamtnt tihng is taht the frsit and lsat ltteer be in the rghit pclae. The rset can be a taotl mses, and you can sitll raed it whotuit a pboerlm. Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef but the wrod as a wlohe. Azanmig, huh? And I awlyas tghuhot slpeling was ipmorantt!

– tkean from a psot on Tim Ferris’ bolg.

Waht I am egaer to unrsedatnd is wyh smoe poelpe cna raed tihs adn smoe poelpe cna’t. I gsues I wlil need to dgi up teh sduty to laren mroe.

From Jakub Nielsen’s comment on Publishing 2.0:

When on non-search sites, users do not look at the ads. So if you value attention and brand-building, you’re not getting it, because users are not allocating their attention to the ads.

You can see one example of an eyetracking plot from a study I am currently running. All of the pages we have analyzed so far look like this: almost no fixations in the ads. (More formal results to be reported later, after the study is done.)