Length of ride counts. Milk the wave to the beach. Don't kick out early without a really good reason. Surf toward the judges whenever possible. Avoid surfing where the sun will blind the judges.
Judges count the number of maneuvers during a ride very heavily.
A big move will boost the score but won't make up for a lot of solid consistent moves. Always stay friendly with the contest marshal, judges, and other competitors whenever possible. Never let another competitor intimidate you. Support your fellow teamates. For the rare truly gifted surfer Encourage them to get a portfolio together with photos, awards, articles, etc.