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Hi, according to Google's official documentation canonical URLs are sufficient: "In the world of content management and online shopping systems, it's common for the same content to be accessed through multiple URLs. With content syndication, it's also easy for content to be distributed to different URLs and domains entirely. For example:... Your server is configured to serve the same content for the www subdomain or the https protocol..." Proposed Plan of Action: Decide which of non-www or www should be your preferred domain. Set the canonical urls and the preferred domain in GWT accordingly. Divide your site into dozen or so sections and every day for the next 2 weeks correct the duplicate titles and content of each section. At the end, leave a day to go over the work and at the start give yourself a day to get familiar with the work. So you will not be overwhelmed by the details, even if you don't finish everything in a day. See how the work done affects your sitemap and overall SEO when you go forward. If possible, only implement changes to the CMS after this SEO work has been done. Why? Because by then you will be familiar enough with the CMS and with the goals you want to achieve to fruitfully communicate with the developers. I see you are running a CMS based on ASP.net — changing these boutique CMS-s can be quite expensive, as you stated

Hi Matt, Brian Dean has produced the best and the most accessible guide to Keyword research: http://backlinko.com/keyword-research. No surprise that the two are the same for if one knows something one also knows how to explain it well That being said, placing a keyword in your domain is no longer as important because of variety of reasons. First, it has been overused as a spamming technique so from 2011 onwards Google has been decreasing it's relevance as a ranking factor. An url structure of:  http://www.domain.com/keyword/post can have as much effect as http://www.keyword.com. Second of all, almost all keyword.com domains have been taken anyway so you will probably end up with either keyword.io or keyword.co or the like or with lets say combining the keyword with an adjective like bestkeywords.com The number of organic search result being shown above-the-fold on the first page of search results as we traditionally think of search results is decreasing. Particularly in your vertical. AdWords takes prime position but after that Google Maps, Google+ take up the most visually striking positions on the search results page. And, this is important, the majority of 3-5 organic results that a majority of searchers will ever see will probably be large internet brands like TripAdvisor or AirBnB that are expanding their business to include your vertical (might be even Google Travel :)) 1 thing to take away from Brian's guide that I linked from above that you can do on your own: reverse search your competitors (draw up a list of their domains first) for keywords on Google AdWords Keywords Tool. I would propose doing that for you, if you don't have access to the tool, but I do not know if that is within the rules of this forum.