<p><pre><code> 1. Static files whenever possible
2. Caches wherever possible
3. Database indexes
</code></pre>
These optimizations tend to pay off the most and probably require the least amount of expertise.<p>A good IDS system that prevents bots and attackers from consuming resources can also be helpful.
Static files always help, especially if your using something like Nginx to serve them.<p>Cache is also great, I make use of MemCache and Varnish on most of my applications.