Many industrial catalysts contain isolated metal sites on the surface of oxide supports. Although such catalysts have been used in a broad range of processes for more than 40 years, there is often a very limited understanding about the structure of the catalytically active sites. This Review discusses how surface organometallic chemistry (SOMC) engineers surface sites with well-defined structures and provides insight into the nature of the active sites of industrial catalysts; the Review focuses in particular on olefin production and conversion processes.