How Important Is On-Page SEO For Client GMB Rankings Compared To Backlinking Strategies?

In episode 227 of our weekly Hump Day Hangouts, one viewer asked how important on-page SEO is for client GMB rankings compared to backlinking strategies.

The exact question was:

Asking a 2nd question because the questions here look light. How important is on page SEO for client GMB rankings compared to back linking strategies? What comes first?