The same thing that makes all entertainment good: conplete focus on the enjoyment of your user. The complete opposite are writers who want to puff themselves up and write shit articles trying to be relatable or project themselves as something they are not, but want to be seen as. For example, a title for some article caught your attention and the first lines are something like "Crisp air begins warming as the sun rises over the mountains. I sit down at my table with a fresh cup of coffee to blah blah blah blah (insert words he looked up from a dictionary to try and sound smart)". Then proceeds to spend the rest of the article projecting how he wants you to see him as some brilliant writer, but the entire time he is just compensating for the fact that he wanted to be a famous writer, and is bitter that he doesn't have a best selling book. NOBODY FUCKING CARES. As a writer, you are the medium through which the words flow. If your only focus is on the enjoyment of the reader, that is what you will receive, that is what you will write and that is what the reader gets.