There's a lot more than tactics:
- Plan - Without a plan, your play is useless. Things to consider are whether the center is open or closed. If closed, which way are your pawns pointing (that's the side you should be attacking, regardless of whether that's the side that features your opponent's King)
- Weaknesses in both yours and your opponent's camp. That could be weak pawns, who has the weaker king, or simply weak squares, like in the Stonewall Dutch, e5 is a major weakness for Black. It doesn't have to be a square occupied by a piece for it to be a weakness.
- Candidate moves. Look for the candidates before you go down the rabbit trail of calculating the first move you see for ever and a day.
- Threats - What are your opponent's threats, and I don't just mean 1-move threats. There may be something he could do if he had 4 moves in a row. That determines how much time you have to stop it, and whether you need to be defending now, or can play a move or two before stopping your opponent's cr@p!
Obviously there'd be obvious things like looking for tactics, but sometimes I feel like there's more subtle things that I just haven't considered to factor into my evaluation when trying to process how to move forward. Perhaps there's some decent/good players out there who can enlighten me about what goes through their head everytime they want to make a move, especially the moves that take place at the critical moments in the game, such as transition into middlegame/endgame.
What would be especially helpful is if I were in a time crunch, what should I be prioritizing my mind to be running through?