Don't forget to salt the cavity of the chicken; this will season the meat more effectively than salting the skin. Stuff the cavity with aromatics like fresh herbs, garlic cloves, lemon wedges, and quartered onions to perfume the meat.
Add even more flavor by rubbing herbs, spices, or seasonings between the meat and skin. To accomplish this, use your fingers to gently separate skin from flesh, including thigh and leg areas, starting from the neck end and working your way back. Distribute seasoning under skin of each chicken, dividing evenly.