a bit early at this stage to go into formulations, but i would write out Search Engine Optimization in a few places, especially here. and maybe add a second sentence of the key things we do (some people might think of a robot to spam blogs and forums with links ;-). like : 

* make nice titles
* ensure there is a canonical url
* description and keyword metatags
* semantic meta tags in the header...

a short list would be nice here, i think. explaining the rationale in the next section is the right way to go, this is the abstract and has to be as short as possible.