It varies on what you’re hosting really. If you’re hosting DarkRP, then your server should garner enough joins by itself (provided it has at least like, 4 players). Some people don’t like seeing useless stuff in the server name. Taking for example, the fact that nearly every sever has “good admins” or “active staff”, it’s redundant to make your server name longer by adding that.
Low to no downloads helps too. If there’s one thing that makes me not want to join a server, it’s sitting and waiting to download “funnychatsound413.mp3”, or downloading an entire map pack just to play on one map.
Starting a server just by yourself is hard too. You’ll usually want to get some friends from Steam to help keep it active for the first week or two, so you can get a decent playerbase staying.