Getting the best value from your hands means optimizing your bet sizing. Having an accurate sense of which hands and which size wager your opponent will call with helps greatly in calculating your highest EV.
One important concept to consider is elasticity. Most bet-sizing equations can be compartmentalized into "elastic" or "inelastic" calling ranges.
Elastic Calling Ranges
Elastic calling ranges are opponent's ranges in which the amount bet will dictate what quality of hand your opponent will call with. For instance, an opponent will call a one-quarter pot bet with any pair, but a three-quarter pot bet only with top pair or better.