So the screen shot you sent. 965Mhz now, but the max was 1974Mhz. When it was under a full load (and hitting 92C, quite warm, but likely the throttle point of the GPU as set) it was a little lower than that, but still much higher then it is officially rated for.
GPU Boost 3.0 is the name Nvidia gave to the technology that allows the GPU to use the available temperature and voltage head room to exceed its rated specifications. Now to overclock these cards with a variable clock rate you use a program like MSI Afterburner or EVGA Precision. These give you adjustable sliders for setting the offsets.
So say the rated GPU clocks are these:
Base 1506Mhz
Boost 1683 MHz
Now we see the card pictured above at 1974Mhz, So it got there because the temperature and voltage needed to get there did not exceed the designed performance envelope of the card.
When we overclock we add on top of the base in increments of 11Mhz. So factory overclocked cards might have a base of 1793Mhz, but still have the same boost ratio (177Mhz), that takes us up to 1970Mhz. Very close indeed to the card in the picture. (And there is some small variance in the base clock, so it might be off one or two in practice)
To overclock further we add on top of that. 1970 is quite high already, so maybe something like 88Mhz or so 2058Mhz. That would be a good starting target.
But that usually requires more voltage. Cards will typically only let you add voltage in percentage. And many are factory limited to 110%, 120%, and the occasional 125%. Basically every guide I have seen just says to max it out to start. The card will self throttle, so there is little risk in overheating, and if it does, then your overclock isn't ideal. You would then reduce the voltage until the card no longer throttles (or crashes, then you lower the overclock)
Memory is similar, you add an offset (keeping in mind that the number doubles) So 4000Mhz is really 8000Mhz effective, which is the marketing numbers they use. So the adding an offset of 200Mhz will result in 400Mhz increase effective. 8400Mhz or thereabouts. When that becomes unstable is unique to each card, so raise it by increments until it crashes or artifacts, then usually take it down two or so increments for improved stability.
Some cards also let you set the temperature limits before throttling. I think the default is something like 82C, but it varies from card to card.
The goal is to strike a balance between clock speeds and temperature. Not much point in getting a high clock rate if it only lasts ten seconds then throttles back. All of this you will get a feel for as you mess with it, but the percentage gain can be measured in single digits.