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Hello,

First of all claim (with the same google "owner" account) the location.

Then sign in to Google My Business.

Click Duplicate locations at the top of the page, then click the location you'd like to remove.
Review the location. Make sure the business information for the duplicate location is included in the location that will remain in your account. Make sure that the photo URLs, ad-specific fields, and store codes are up-to-date in the location that you are keeping.

Click the back arrow in the top-left corner to return to your location list.

Click Remove duplicate on the right side of the location you'd like to remove.

Find more: https://support.google.com/business/topic/4669096?hl=en&ref_topic=6377390

Technically all of these urls are different. A web server could return completely different content for all the urls above. When Google “canonicalizes” a url,  pick the url that seems like the best representative from that set.

Check this link: http://moz.com/learn/seo/duplicate-content

The best way, that I know of, to identify the demographics is to use the Google Analytics along with Google Adwords. Spending a certain amount of money, on certain areas using geotagging, you can use all that data on Google Analytics and get a good impression of the demographics. The only thing you have to find out for yourself is what amount of data you need in that region and for that particular field that you are targeting.

Yes it is true that the link is outdated, but not the key idea that it supports. You need to target the right keywords to bring the right people to your site. And as we know a SEO strategy is not just the keywords, it is also the right content and the way you display it. Meaning that you should be able to support the keywords that you chose to target.

In general the ROI (Return Of Investment) is calculated as (gain of investment - cost of investment)/cost of investment, which gives a good measure of what you get compared to what you spend. As you probably already know, the higher ROI the better.

In your case, you have a knowledge database for computer problems solving. As you also note in your question, you don't do any marketing activity, therefore there is no straightforward way to measure the gain of the investment.

One key point to mention is the buying cycle which explains the 5 steps to convert your site visitor to a customer. Aw****areness: Through your SEO people find your website and get to know about your products and your services.
R****esearch: After getting on your site, people can search for more information about your product/service, and refine their search.
Preference: This step contains the process of making the final choice and the confirmation of it.
Purchase: Now that the final choice is made, the visitor can be converted to an actual customer. Loyalty/advocacy:.After the purchase, we expect a satisfied customer that will come back to the site, and search for other products/services that are provided.

The last step takes us back to the first one, as we make a customer aware of more products.

As you can see, the key point is the marketing, that you make people know what you "make" and try to convince them that they need it. That is the main aspect of ROI.

On the other hand, I noticed that you don't have anything related to the social media (facebook like and share, tweet, etc). That is the best tool in our days to attract people and let them know what you can provide. In fact it is also a very good way to boost your ROI. Even in your case, it would be imperative to have people to able to share their experience on your site, for example: "I was very satisfied by this article" along with a link of a solution shared on facebook or after contacting your live support to share that "The article didn't work for me, but they have a great online live support!". This will bring more people on your site searching for answers and/or solutions.

If you would like more information, check also these links:
http://www.quicksprout.com/2014/05/16/how-to-calculate-the-roi-of-your-seo-campaign/
http://www.quicksprout.com/2014/06/27/how-to-calculate-the-roi-of-your-social-media-campaigns/