7. Do Your Own Thing
The online world is saturated with content revolving around SEO and how you need to go about your optimization efforts. More content is being published every day. Your job is to sift through all this information, follow reputed blogs and thought leaders, and read/hear what they have to say.
But, at the end of the day, do what you feel is right for your business. Rather than focusing on and reaction to Google's updates, be comfortable with your SEO strategies. If you are not confident or don't have the knowledge needed to use a particular tactic, the effort will come across as half-baked and won't deliver the results you are looking for.