"...when searching for specific information on a website, [people] focus only on the parts of the page where they would assume the relevant information could be

"...when searching for specific information on a website, [people] focus only on the parts of the page where they would assume the relevant information could be, i.e. small text and hyperlinks." Hm, perhaps Google's success in advertising isn't because the ads are more relevant to the content, but because they look like relevant content. I bet you all were "early adopters" of banner-ad blindness. You're probably blind to Google ads now, too. (I almost never click on them.) So... how long will it be before Google-ad blindness kicks in for the general population?