Whether you personally carry out your business website’s SEO, it is done by someone else in-house, or you employ the services of an external SEO consultancy, in all three scenarios, it is Google’s rules that you are playing by. If their rules have a preference for something, it should be done, if there is something that they don’t like, it needs to be avoided where ever possible.
One such area to be aware of is in relation to what Google considers spam. In particular, Google has a spam filter, whose main purpose is to weed out spam content and activities, and the websites who are creating it. At this point it is important to make the distinction between poor content and spam content or tactics.
Poor content is simply content that is written badly, difficult to consume or which simply does not give any visitor a positive experience. This may create some issues in relation to ranking with specific metrics like the time visitors stay on your website being noted by Google as being poor. They may push down your websites ranking on the SERPs, but you would not be flagged as having used spam.