I am not too particular on filter, I find Wix and Delco to both be good, as well as K&N, Purolator, and the higher-end frams
Last oil change I used the Valvoline nextgen (the 50% recycled stuff) and it is working great so far, supposedly the recycled portion is better than the original oil was, considering it has been refined once (for its first life) and then again for its 2nd
I have thought of moving to synthetic but its an older rig and supposedly synthetics don't do as well to keep old seals swollen and sealed
Beyond that, make sure you have a good air filter, hit the heads with a little carb cleaner now and again, and keep your sparkplugs clean