Don't even bother with Joomla. Such a headaches and almost no one knows how to work with it properly. Use WordPress especially if you think you might outsource.
You need to collect more data than that. Look at the sites that currently rank. How powerful is their SEO? AdWords competition score isn't that good of a piece of data.
Yeah if you click on the gear icon on the page you can click on the button "are you the owner of this page?" and let Facebook know what happened. Best of luck!
It's really common in SEO, especially if your site is new. Google plays A LOT with site ranks. If you're using social SEO then it's even more common for it to happen. Just keep on plugging away at SEO and wait for things to level out.
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