Google is keeping up with their efforts in making search more efficient by valuing pages that offer more content. This is part of their campaign to help users find the best answers to their questions with whatever device that they are using. On the other hand, this also means that they have to devalue pages that have what we call “interstitial”.
Whenever I browse random websites, I always find myself staying a bit longer on those that have astonishing design. It didn’t surprise me at all to find out that most of them are web design firms. It’s their way of saying they’re the best in designing, subtly urging you to hire them to renovate your site.