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In general, a press release is composed of seven elements which are: the title/headline, dateline, Introduction/lead, body/content, company bio, ending and media contact information. But the five key elements that must be optimized are headline, introduction, body, boilerplate or company bio and media contact information.

An online press release which is written in an SEO approach to rank well on search engines is called “search engine optimized press release or SEO press release.”