Where should backlinks and citation links point to for the best Google ranking results?

Do you link citations to the website, the CID for the GMB listing, or both?

We recommend always pointing backlinks to pages on your website. That is where you will see the most benefit.

We've tested creating backlinks and citations to both the website and the CID URL, which have resulted in positive results. However, it is possible that it is not the actual backlink to the CID that has caused the ranking gains but the NAP data content on the linking page itself associated with the listing.