1) Organization and activity. Make sure there is something to do as much as possible. Ask questions to your members, find out what people need, have raids scheduled, make them run smoothly.
2) Atmosphere that is easy to get involved. Don't allow people to ostracize others. If you see veterans that are loud mouths and believe they might be making the game less fun for newer members, do something about it.
3) Be mindful of the guild atmosphere for all levels of players. First priority is keeping the engaged and long term members happy with progression but also work on a mentoring system to help new players. This will help you sustain good numbers over time and fight natural attrition (quick raids that get a lot of lower tier gear, epics, leveling groups, etc.)
4) Listen to members but also be a strong leader with clear and decisive decisions. Do whatever you need to do to make sure people listen.
5) For a guild in CS position - If you think you have too many lower level ungeared players don't hesitate to say we are not recruiting at this time, especially certain classes, until you have built up the players already in the guild.
If you try to beat Empire at their own game they will win. People will just use you to get 60 then jump to Empire. Encourage guild members to help each other out so you have room in the lower ranks to start recruiting for better raids. Although it is tough, you want members to think of progression as a guild, not as individuals. If they feel accomplished by helping others progress you have a great atmosphere.
When you see an opportunity to really compete with someone like Empire pounce, recruit hardcore and become the new zerg, but be patient. It doesn't matter how well your guild is doing, you will have to also wait for Empire to start declining. If they never decline or get bored of being on top I don't think it will matter what you do.
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