Your business should grow permanently to stay alive in the modern world. In the terms of your web project it means that you have to handle constantly increasing number of users, web sites, services and huge traffic with extreme spikes. Yet hardly any web project today can avoid storing of a large amount of data and media objects.
In Cetera Labs we use the following methods based on years of experience:
We use fast, reliable and wide spread web services: LAMP + NGINX.
Load balancing to deal with the extreme incomming connections and distribute workload across multiple resources, with optimal resource utilization, maximize throughput, minimize response time, and avoid overload.
Caching and pre-generated, entire HTML for high traffic pages.
Specific hardware and distributed cloud solutions.
Reverse proxy/Caching proxy.
CDN (Content Delivery Network)
Compression optimization of all the sources (images, CSS delivery etc.)