The "padding" is for their existing followers who actually do want to read the padding (life stories,whatever) irrespective of the recipe itself. The recipe is

The "padding" is for their existing followers who actually do want to read the padding (life stories,whatever) irrespective of the recipe itself. The recipe is advertisement to gain new followers from Google traffic. Merging both together works better than separating them out from the point of view of gaining more followers.