Content is the key to having a great website that Google loves. Good fresh content that is accurate, informative, and current will bring people to visit and return. If you run a site that allows comments, check into making your comments "no follow" because this will keep shabby links from being posted by people who are just looking for link juice. Optimizing your website for successful search engine results is all about providing quality. If you have evergreen content rather than a blog, check it from time to time to make sure all links are working and that the information is still relevant.