The secret of all good writing is to put yourselves in the place of your audience.
Think about how they find your work - They go to Google, type in a search term and up pops your article, they click through and...
You need to entice them with those first few words; explain to them what your article is about and most importantly, what's in it for them? What benefit will they get out of reading it?
Remember that you're writing for people, not search engines; give them facts, inspire them, make them want to read on.
Using 'active tense' words, inclusive language, breaking your text up and the like are all great ways to get and retain interest. This comes from ten years as a Communications Manager and several more years since running my own editorial and writing business.
Remember that most important fact - Think about your audience, and you won't go far wrong.