I've been riding on the road for a couple of years now (bought my 1st road bike, Orbea Onix T105, in 2011). I eventually picked up a second road bike to use on a trainer and also have my gf/now fiance come riding with me from time to time. This year, I have really increased my riding and I am really working to become a better cyclist. I ride for fun but also want to get stronger for the bike leg of the duathlon (10-20 mi). I have completed one duathlon and plan on entering more in the future.
I rode my trainer a lot over the winter and started hitting the road in late February (with some cold weather gear

). I am now getting one long ride in weekly with a few shorter rides each week for about 100-120 miles per week on average in addition to running and weight lifting. My longest ride to date was 64 miles and I've done over 40 several times. Most rides are flat but there are some moderate hills (Central/South Jersey is pretty flat esp by the shore) that I've done. I ride hard but have not really done much interval training on the road yet (although I did on on the trainer in the winter). I am averaging right around 20 mph on my rides on the road. I am hoping to get an 80 miler in this weekend assuming the weather cooperates.
I do not have a power meter and only have a heart rate monitor and basic cycling computer. I use my HR monitor to gauge effort and intensity but I do know a power meter could be worth investing in for the future.
What would be the best way for me to get my rolling average speed for my rides up from 20ish to closer to 22-23 mph? I currently have stock rims on my Orbea with a 105 groupset. I am upgrading the wheels to Fulcrum Racing 3's with an Ultegra 10 speed cassette (haven't done it yet, but will once I get the time to install the cassette and swap the tires). I have been riding stock Schimano wheels (R-500's) up until now so I expect to see some improvement there but I don't expect to magically get 2-3 mph faster just from that upgrade. What else could I do to improve my performance with regards to training and/or gear?
I haven't posted on here in a while so I am eager to hear some suggestions. I have made some decent progression (my rolling averages have gone up from 17-18 to 20ish) but I'd like to take it to the next level as a cyclist.