As their incentive is to find you the best result, not the result which pays Google the most.
Google is the reason recipe websites are notoriously bad. They try so hard to keep you on the website long enough for ads to work and for Google to think you like staying at that website and so on.
So that's why we have 20 paragraphs of life stories before each recipe with 10 add shoved in between them, 6 adds on the left and on the right of the page, ads at the top, and so on. You spend so long trying to find the recipe, it's a win for all the ads that you're staying on.
And it's a shame because obviously the smaller blogs don't WANT to do that but they have to in order to have any chance to compete with major conglomerate corporate recipe websites.
I don't know if I'm ready for kagi yet... But it's tempting and definitely something I'm considering.
Cyzaine