First, realize that performance is an iterative process. You don't build a web application in a single pass, launch it, and never work on it again. On the contrary, you start small, and address performance issues as your site grows.
Now, onto specifics:
- Profile. Identify your bottlenecks. This is the most important step. You need to focus your effort where you'll get the best results. You should have some sort of monitoring solution in place (like cacti or munin), giving you visibility into what's going on on your server(s)
- Cache, cache, cache. You'll probably find that database access is your biggest bottleneck on the back end -- but you should verify this on your own. Fortunately, you'll probably find that a lot of your traffic is for a small set of resources. You can cache those resources in something like memcached, saving yourself the database hit, and resulting in better backend performance.
- As others have mentioned above, take a look at the YDN performance rules. Consider picking up the accompanying book. This'll help you with front end performance
- Install PHP APC, and make sure it's configured with enough memory to hold all your compiled PHP bytecode. We recently discovered that our APC installation didn't have nearly enough ram; giving it enough to work in cut our CPU time in half, and disk activity by 10%
- Make sure your database tables are properly indexed. This goes hand in hand with monitoring the slow query log.
The above will get you very far. That is to say, even a fairly db-heavy site should be able to survive a frontpage digg on a single modestly-spec'd server if you've done the above.
You'll eventually hit a point where the default apache config won't always be able to keep up with incoming requests. When you hit this wall, there are two things to do:
- As above, profile. Monitor your apache activity -- you should have an idea of how many connections are active at any given time, in addition to the max number of active connections when you get sudden bursts of traffic
- Configure apache with this in mind. This is the best guide to apache config I've seen: Practical mod_perl chapter 11
- Take as much load off of apache as you can. Apache's too heavy-duty to serve static content efficiently. You should be using a lighter-weight reverse proxy (like squid) or webserver (lighttpd or nginx) to serve static content, and to take over the job of spoon-feeding bytes to slow clients. This leaves Apache to do what it does best: execute your code. Again, the mod_perl book does a good job of explaining this.
Once you've gotten this far, it's largely an issue of caching more, and keeping an eye on your database. Eventually, you'll outgrow a single server. First, you'll probably add more front end boxes, all backed by a single database server. Then you're going to have to start spreading your database load around, probably by sharding. For an excellent overview of this growth process, see this livejournal presentation
For a more in-depth look at much of the above, check out Building Scalable Web Sites, by Cal Henderson, of Flickr fame. Google has portions of the book available for preview