You once were able to "demote" certain pages from being listed in Google's sitelinks, but Search Console has since removed this feature. Google's algorithm does its best to cater your sitelinks to the searcher's intent. Check out their update here for some more insight.

I would first ask if you are ranking #1 for your brand name. If not, that's where I would start.

If you are, the next question I'd ask is have you submitted a sitemap to Search Console?

If you have submitted a sitemap, the next step would be to make sure your navigation and content structure is obvious, clear, and well-organized. I would also work to internally (and externally) link to the pages you'd most like to see in your sitelinks. Google will more than likely take this as a signal to know which of your pages are the most important. I'm sure there are many other factors that go into which sitelinks display, but those are the few that you have the most control over, in my opinion.

Hope this helps!

At the moment, to my knowledge, Search Console does not necessarily show any local data.

However, like you mentioned, Google My Business has added some awesome data and insights over the past year. My agency has been loving the recent updates that show how many times your listing has appeared, how many users have asked for directions, how many users have called, and more!

^^ these are both great answers.

I'll add one thing: I often view FAQ pages as a great opportunity to earn featured snippets for specific questions related to a brand. I can't say for certain, and this may not at all be a goal of yours, but the HTML structure this WP theme element utilizes probably doesn't lend itself to stand out for earning any featured snippets. If you break them out of the FAQ element, utilize headers well, and maybe even consider schema markup, there's a chance you could earn a featured snippet or two among those frequently asked questions.

We run into this a lot at the agency I work for. Many of our clients have outstanding sub-pages for their specific services – such as bike tours – but none of those sub-pages ever rank. Their home page ranks for just about any relevant keyword.

We find that 9/10, this is an authority issue. Any backlinks the site has are to the homepage, and the majority of their sub-pages have zero backlinks, therefore very little authority – if any at all.

Our solution to this is do short-term link building campaigns with a focus on the sub-page. Perhaps writing content specifically on bike tours, with a link from the post to the service page, could be helpful. You can even submit your site to local directories, and when appropriate, link to that specific page, opposed to the home page, to gain some authority.

Best of luck, I hope this helps!

I would agree with you, there are pros and cons.

One site I keep up with almost religiously is backlinko.com. Brian Dean is a popular SEO thought leader. If you checkout his post sitemap, you'll see he only has around 30 posts - one on just about every topic. You'll find that each post wholly answers his users' questions, with examples, further resources, media, and more.

In my opinion, this is the direction the internet is heading. One exhaustive post on a popular topic in your industry, updated yearly, is going to outperform (in terms of overall traffic and individual ranking) 4-5 posts on one single topic.

So, the pros of lots of posts on one topic might be the potential of having multiple, specific long tail keywords rank and the opportunity to have a specific and quick answer to multiple searchers' queries. But the big con is that none of those posts will have a great chance of ranking well for a high volume keyword.

Hope this helps!

^^ these are both great answers.

I'll add one thing: I often view FAQ pages as a great opportunity to earn featured snippets for specific questions related to a brand. I can't say for certain, and this may not at all be a goal of yours, but the HTML structure this WP theme element utilizes probably doesn't lend itself to stand out for earning any featured snippets. If you break them out of the FAQ element, utilize headers well, and maybe even consider schema markup, there's a chance you could earn a featured snippet or two among those frequently asked questions.

At the moment, to my knowledge, Search Console does not necessarily show any local data.

However, like you mentioned, Google My Business has added some awesome data and insights over the past year. My agency has been loving the recent updates that show how many times your listing has appeared, how many users have asked for directions, how many users have called, and more!