On the normal food blogger pages it is fluff to make room for ads or to get people to misclick on the ads while trying to get to (or back to; the scroll changes feel intentional too) the actual recipe bit. Super effective, especially with people using mobile and trying to scroll with one finger while cooking.

A ton of these sites were bought up and they all look the same now and run the multiple floating ads, especially a wide banner at the -bottom- which is a perfect misclick monetizer.