Add an ‘elevator pitch’ in the META description tag , so Google will display this as a summary on the results page. In the last years I’ve done a lot of Search Engine Optimization (SEO) projects. What keeps surprising me is that most people think it’s some kind of black art. Basic SEO is actually quite straightforward: hence my 3 steps to SEO Success. Agreed: I had to simplify some things, so please don’t bash me on that. My goal is to expose the basic principles of SEO, not to provide a comprehensive cookbook. How Search Engines Work. Do this for each page.