Make sure your efforts can scale. I work on a website with thousands of pages, and for a long time the rule of thumb was to change individual titles and such (which were very spammy-looking before my time), but it has grown to be a very tedious task. So, now we've moved toward a bit of standardization for some elements, like title tags.
It is a lot easier to work with than the per-page basis we were only doing before, though we still can choose to change individual titles if some other keywords makes more sense.
However, this also means you need to know your niche. Is there some money keyword that is generally used by searchers looking for sites in the niche? If so, that can be used to scale some efforts.
And the other part of that is making sure you can actually do it. Invest in a good CMS with the ability, or find a plugin to do it on WordPress, etc.