Advanced headlines work

Hi,

Does anybody know how to have one headline on top of an article and send another headline through an RSS feed to a news aggregate site?

Here’s an example – example: http://www.squawka.com/news/marco-reus-luke-shaw-and-toni-kroos-top-louis-van-gaals-transfer-wish-list/106777?

Headline on article – Marco Reus, Luke Shaw and Toni Kroos top Louis van Gaal’s Man Utd transfer wish list

Headline sent to news aggregate website http://www.newsnow.co.uk – Creates More Than Messi: Van Gaal Wants Man Utd To Target This…

I have checked into the elements of the article and found the top headline inside a H1 tag but I can’t see the other headline anywhere else?

I really need to learn how to do this to improve the SEO of my site.

Can somebody please help?