1. Clean spots or soil right away. Upholstery doesn't have the stain resistance that carpet does so it's important to do so to prevent permanent stains.
2. Keep furry friends off the furniture. Pets can cause a lot of damage to upholstery with their claws that can destroy the fibers of the upholstered item and accidents that can get deep into the foam (which can be impossible to remove).
3. Avoid direct sunlight.
4. Keep transferrable dyes (like newspaper, blue jeans, etc.) a safe distance away from the upholstery.
5. Schedule regular professional cleanings BEFORE your upholstery looks dirty. If you wait for it to look soiled, permanent damage may have already been caused.