How people view search results

From permission marketing guru Seth Godin comes this fascinating heat map of how people look at search results. (By the way--I think most search results pages on B2B media sites are terrible. B2B media sites publish content according to very defined taxonomies, yet such taxonomies are completely missing from search results. This is something I'm struggling with now as we redesign Packworld.com yet again.)

Note scant attention is given to where ads normally are (on right-hand side). If users are tuning out the ads, can someone please tell me why are we putting them there? And we wonder why clickthrough rates are declining . . .