So, you’re thinking about business setup in Saudi Arabia? I’ll be honest, when I first looked at the idea of launching a company in KSA, I felt a mix of excitement, confusion, and—let’s be real—mild panic. “Isn’t it complicated?” “What about all those stories of endless paperwork?” “Can I really tap into Vision 2030 business incentives, or is it just a big PR move?”

If these questions sound familiar, high five—we’re on the same wavelength. But here’s the thing: starting a business in Saudi Arabia is no longer the cryptic, red-tape-filled slog it used to be. Thanks to KSA’s Vision 2030, the kingdom is rolling out the red carpet for entrepreneurs, SMEs, and big-league players alike.
I’ve watched friends, clients, and the occasional daring cousin go from “What’s a CR number?” to running fully operational, profit-churning businesses in Riyadh, Jeddah, and even remote corners of the desert (WiFi really is everywhere). It’s possible, and—dare I say—fun, if you know the shortcuts and pitfalls.

Let’s break down what you really need to know—from vision to execution, no corporate-speak or outdated fluff. I’ll walk you through the Saudi Arabia company registration process, real-world company formation KSA step by step, the actual business setup KSA Vision 2030 advantages, and the nitty-gritty of localizing content for the Saudi market (bilingual SEO, anyone?).
Oh, and FYI, I’ll even throw in some spicy takes and practical SEO tips for dominating Google search in KSA. Sound good? Let’s get started.

Why Saudi Arabia? Vision 2030 and the Business Gold Rush

Let’s address the camel in the room: Why all the hype about Saudi Arabia right now? Vision 2030 isn’t just a catchy slogan; it’s a full-blown, government-backed revolution. The kingdom is investing billions into giga projects (think NEOM, Red Sea, Qiddiya), rewriting business laws, and dishing out incentives for foreign companies that make your average “startup hub” look like a lemonade stand.

Ever wondered why global giants—from tech firms to coffee chains—are rushing into KSA? Two words: opportunity overload.
Here’s what’s on the menu if you set up shop here:

• Full foreign ownership: No more mandatory local partner for many sectors.

• Tax holidays and financial perks: Vision 2030 incentives galore.

• Streamlined company formation: It’s never been faster or more digital.

• Massive market potential: 36+ million people, 70% under 35, crazy high mobile adoption (seriously, 90%+ mobile traffic—if your website isn’t mobile-first, RIP).

• Gateway to the Gulf: KSA’s location makes it a launchpad for the entire MENA region.

But here’s the real kicker: KSA SME growth strategies are finally paying off. The government actually wants you to succeed (which is not something you hear every day in this part of the world).

If you’ve got a killer idea, a hustle mentality, and a bit of patience, Saudi Arabia is your playground right now. But enough about the “why.” Let’s talk “how”—because that’s where things get interesting (and a bit tricky).

Laying the Groundwork: Vision, Research, and Real Talk

So, you’ve caught the Vision 2030 fever and want to start business Saudi Arabia style. Before you jump onto Google and search “how to start a business in Saudi Arabia,” let’s hit pause and lay some actual groundwork.

Get Real with Your Business Vision

First off, you need a crystal-clear vision. Not just “I want to make money in KSA.”
Ask yourself:

• What’s unique about your idea, and how does it fit the Saudi market?

• Is there real demand, or are you trying to sell ice to Bedouins?

• Do you see yourself in Riyadh, Jeddah, or one of the giga project zones?

Personal tip: My friend tried launching a vegan food brand in Riyadh before the plant-based trend really took off—guess what? He was five years early, and the locals weren’t exactly lining up for tofu kebabs.
Moral of the story: Timing and localization matter big time.

Market Research: Don’t Skip This, Seriously

You don’t want to spend months on a “brilliant” idea only to realize the competition is already crushing it, or worse, nobody cares.
Here’s how I’d approach KSA market research (and yes, this is how the pros do it):

• Analyze Google search trends: Use “Najdi dialect keyword variations” and local SEO Riyadh terms—if nobody’s searching for it in Arabic, it won’t fly.

• Check out local competitors: Find out who’s winning (or failing) in your niche. You’ll learn way more from their mistakes than from generic online guides.

• Tap into Saudi-specific business forums: Expat groups and local Twitter/X communities (yep, Saudis love Twitter) are treasure troves.

• Study the regulatory landscape: Is your sector on the Vision 2030 “approved” list? Some sectors get easier access to business setup KSA Vision 2030 incentives.

Pro tip: If you’re not localizing your research (think Arabic, English, and even Najdi dialect), you’re missing half the picture.

Test Before You Invest

Got an idea? Run a pilot, pop up, or MVP (minimum viable product) before you commit. Saudis are super brand loyal but also love a novelty—so if you win them early, you’re golden.

Step-By-Step Company Formation Guide in Saudi Arabia

Alright, here’s the meat and potatoes: the step-by-step company formation guide in Saudi Arabia. Yes, you can Google it, but let’s be honest—most of the top-ranking articles are copy-paste jobs or stuck in 2018.
Let’s walk through it, with all the new Vision 2030 twists and the occasional “I learned this the hard way” moment.

1. Pick Your Structure and Activity (Don’t Wing It)

The biggest decision you’ll make isn’t even about money—it’s choosing the right legal structure and activity. KSA offers:

• LLC (Limited Liability Company): Most popular, great for SMEs, easy to scale.

• Joint Stock Company: Best for bigger ventures, can go public later.

• Branch Office: For existing foreign companies wanting a local presence.

• Sole Proprietorship: Rare for expats, but an option if you qualify.

You also need to nail down your business activity—don’t just select “consulting” and hope for the best. Some activities require extra licensing, and others are only open to 100% foreign ownership under Vision 2030.
Tip: Use the official MISA (Ministry of Investment Saudi Arabia) activity list to avoid nasty surprises later.

2. Reserve Your Name and Get Pre-Approvals

Once you’ve picked your structure, you reserve your company name (in both English and Arabic—because bilingual matters here).
You’ll need:

• Unique name: Can’t be too similar to existing firms.

• Arabic translation: Required for all legal docs.

Next, apply for initial approvals (sometimes called CR pre-approvals). KSA loves its bureaucracy, but the online systems have improved a lot recently. Just don’t expect instant miracles, IMO.

3. Prepare and Submit the Documents

Here’s where a lot of people stall. You need to:

• Draft articles of association in both English and Arabic.

• Get shareholders’ and directors’ passports, visas, and (sometimes) diplomas attested.

• Submit a lease agreement (virtual offices work in some zones, but physical addresses are safer for most setups).

If you’re not a paperwork ninja, this is when you find a local consultant. (I’ve seen people lose weeks because one document had a missing stamp!)

4. Obtain Your Commercial Registration (CR)

Once your documents are approved, you get the all-important CR—think of it as your “license to do business” in KSA.
Online portals make this easier than ever, but sometimes you’ll get “your application is under review” for what feels like forever.
Ever wondered, “How long does it take to register a company in Saudi Arabia?”
If all goes well, 2–4 weeks is realistic—sometimes faster for LLCs, sometimes a tad longer if you’re in a “sensitive” sector.

5. Open Your Bank Account and Register for Zakat & Taxes

No, you can’t skip the bank account. Saudi banks have tight compliance rules (no crypto, lots of KYC), so keep your docs handy.
You’ll also need to register for Zakat (the Islamic social tax) and VAT. The good news? Most of it is online now. The not-so-good news? Expect a few manual steps.

6. Apply for Additional Licenses (If Needed)

Some sectors (e.g., e-commerce, import-export, health, fintech) need extra sign-offs from sector regulators.
Don’t assume you’re done just because you got your CR—double-check your sector’s requirements.
Pro tip: Riyadh’s municipality is famous for “last-minute” paperwork requests. If you’re setting up in the capital, be ready.

Vision 2030 Incentives: What’s Actually on Offer?

You keep hearing about Vision 2030 business incentives, but what does that actually mean? Are they real, or just another headline? Let’s cut through the noise.

Vision 2030’s Impact on Company Formation & Incentives

Since the rollout of Vision 2030, KSA has opened the floodgates for foreign investment. You can now:

• Own 100% of your business in most sectors—no local sponsor required for many industries (huge win, trust me).

• Get fast-track licensing in priority sectors (tech, tourism, renewable energy, entertainment, and e-commerce, to name a few).

• Enjoy access to industrial zones, gigaproject clusters (NEOM is a sci-fi city in the making), and special economic incentives for setting up in these zones.

• Benefit from reduced restrictions on visa allocations for foreign staff and execs—makes it a breeze to bring in talent.

• Tap into government grants, soft loans, and R&D support (especially if you’re in one of the KSA SME growth strategies focus sectors).

So, what are Vision 2030 incentives for foreign businesses?
Let’s make it simple:

• Sector-specific grants

• Tax holidays (in select regions)

• Reduced barriers to entry

• Regulatory “sandboxes” for fintech and tech startups

• Fast-track for import-export business Saudi Arabia applications

• Gigaproject business opportunities with built-in demand for everything from logistics to digital marketing

I’ve seen companies that never would’ve considered KSA get greenlighted in weeks because they fit the Vision 2030 narrative. If you can link your business to national transformation (think innovation, job creation, or tech), your odds of fast-tracking approvals go way up.

The KSA Business Licensing Process: No More Mysteries

Let’s be honest—nobody likes paperwork. But the KSA business licensing process is miles better than it used to be. (Old-timers still complain, but IMO, it’s pretty efficient now.)

Here’s how it plays out:

1. Initial approval from MISA (formerly SAGIA): This is the green light for foreign ownership.

2. Municipal license: Each city (Riyadh, Jeddah, Dammam, etc.) has its own rules, so check the local requirements.

3. Sector-specific approvals: If you’re in a regulated industry, get those extra sign-offs.

4. Zakat and tax registration: Don’t skip this or you’ll hit a wall when you try to open a bank account.

5. Post-CR registrations: Register with the Chamber of Commerce and Ministry of Labor (for visas and staff).

What licenses are required for startups in Riyadh?
Most startups need at least:

• Commercial Registration (CR)

• Municipality (Baladiya) license

• Chamber of Commerce membership

• Sector approvals (if needed)

If you’re going e-commerce, there’s a special e-commerce license—worth every minute, IMO, since Saudis are huge online shoppers.

Cracking the Code: Localizing for the Saudi Market (SEO, Bilingual Content & Digital Domination)

Alright, if you’ve stuck with me this far, you’re clearly in it to win it. Here’s a big truth bomb: even the best product flops in KSA if you ignore localizing content for the Saudi market and SEO.
Most expat founders make the same mistakes: English-only websites, no local keyword research, and generic Google Ads.
Let’s not do that.

Bilingual SEO Saudi Arabia: Not Optional, Non-Negotiable

If you want to rank and actually connect with customers, your site needs to speak both Arabic and English—no excuses.

Bilingual website setup tips for Saudi startup:

• Build a website with full Arabic-English SEO strategy Saudi compatibility. Machine translation isn’t enough—hire a native.

• Use “Najdi dialect keyword variations” for content targeting Riyadh or central KSA—think how people actually search, not just textbook Arabic.

• Make your navigation and calls to action crystal clear in both languages.

• Mobile-first optimization for Saudi users: Over 90% of web traffic is mobile. Your site needs to load fast, look sharp, and work on every device—or it’s invisible.

Fun fact: I once worked with a fintech startup whose Arabic landing page literally doubled their lead conversion rate overnight. No joke—localization is a goldmine.

Local SEO Riyadh and Beyond: Ranking in a Crowded Market

Ranking high in KSA isn’t just about content. You need to own your Google Business Profile, get local backlinks, and pop up in “near me” searches.

Local SEO + Google Business Profile best practices:

• Register your company with Google My Business (yep, it works in Saudi, and locals actually use it).

• Collect real reviews (and reply in Arabic and English!).

• Add your location(s), working hours, and services in both languages.

• Build links from local Saudi blogs, agencies, and directories. The more local your links, the better your Google juice.

Google Ads & PPC in KSA: Don’t Blow Your Budget

Google Ads work differently here. Saudis search in both English and Arabic, and they love comparison shopping.

How to optimize Google Ads in Saudi market:

• Split your campaigns by language—test “Najdi dialect” vs Modern Standard Arabic for best results.

• Target high-intent local keywords (including “company formation KSA”, “Saudi Arabia company registration process”, etc.).

• Avoid overbidding for generic English terms—competition is lower (and cheaper) for Arabic keywords, but you need a native speaker to get it right.

• Use call and WhatsApp extensions—Saudis want instant answers, not long forms.

Link Building That Actually Works in KSA

Forget shady “buy 100 backlinks” offers. In Saudi Arabia, quality and local relevance matter.

• Partner with local influencers and niche blogs—Saudis trust word of mouth.

• List your business on local directories (yes, people still use them).

• Publish case studies or PR on regional news sites (bonus points if you get covered in Al Riyadh or Arab News).

E-Commerce and Import-Export: KSA’s Open Gateways

Let’s talk about the real money-makers: e-commerce expansion Saudi Arabia and import-export business Saudi Arabia. These sectors are exploding, and Vision 2030 is supercharging growth with regulatory support, grants, and, yes, some sweet incentives.

E-Commerce: Saudis Are Clicking “Buy Now” Like Crazy

If you’re thinking “Amazon is king, no room for anyone else,” think again. Local platforms like Noon, Jarir, and even Instagram shops are thriving.

Why e-commerce in KSA rocks:

• Over 90% internet penetration; mobile shopping is the norm.

• Payment gateways like STC Pay, Mada, and Apple Pay make checkouts frictionless.

• New e-commerce licenses are streamlined, especially in Riyadh and Jeddah.

Key steps for e-commerce expansion Saudi Arabia:

• Get your CR and e-commerce license.

• Localize your storefront (Arabic, English, and yes, Najdi dialect for local flavor).

• Offer local payment options and cash on delivery.

• Invest in mobile-first design and fast shipping partnerships.

Import-Export Business: More Than Just Oil

KSA’s strategic location is a dream for anyone in the import-export business Saudi Arabia scene.
Here’s what you need to know:

• Register with Saudi Customs and get your importer/exporter code.

• Understand the local compliance requirements—product standards are strict, especially for food, health, and electronics.

• Use local logistics partners who know the ropes. Customs can be a minefield, so insider help saves headaches.

Fun story: A friend once tried importing “trendy” snack foods but forgot to check labeling regulations—ended up with pallets stuck in customs for months.
Lesson? Triple-check your paperwork.

KSA Giga Projects: The Land of Giant Opportunities

You’ve heard of NEOM, right? Or maybe Qiddiya or the Red Sea Project?
These aren’t just massive building sites—they’re entire new cities designed for innovation, tourism, and tech.

Saudi giga project business opportunities are everywhere:

• Infrastructure (construction, engineering, logistics)

• Smart tech (IoT, fintech, AI)

• Tourism (hotels, F&B, entertainment)

• Retail and e-commerce

• Sustainability and green energy

Setting up in one of these giga zones often gives you extra perks—think tax holidays, fast-tracked licensing, and built-in demand from massive project workforces. If your business can support or “plug in” to these projects, you’ll get a serious leg up.

Pro Strategies for Bilingual Content and SEO Domination

You’ve got your license, your office (or virtual space), and your team—now what?
Bilingual SEO Saudi Arabia and “hyper-local” digital tactics are your secret weapons.

Here’s how to own the SERPs (search engine results pages):

• Build out your Arabic content with native copywriters. Don’t trust Google Translate to capture local nuance or slang.

• Use Najdi dialect keyword variations for your Riyadh campaigns, and adjust for Hijazi or Gulf dialects if you’re targeting other regions.

• Map out a content calendar based on local holidays (Ramadan, Eid, National Day). These are peak shopping and engagement seasons.

• Set up bilingual SEO meta tags, schema, and alt text—Google reads Arabic and English differently, so cover both.

• Optimize for voice search—Saudis love their mobile voice assistants. Think conversational, “how to register business under Vision 2030 incentives” style queries.

Bilingual website setup tips for Saudi startup:
Make sure your mobile site is lightning fast, your forms are short and sweet, and your navigation is dead simple in both languages. If you’re not sure, ask your Saudi friends to try your site—they’ll tell you straight up what’s confusing or “meh.”

Executive Education, Training, and Staying Ahead

One thing I love about doing business in KSA is how much Saudis value education and upskilling.
If you want to grow fast (and avoid expensive mistakes), invest in executive education Saudi Arabia—think online certifications, industry conferences, and local training programs.

Why it matters:

• You’ll understand local customs, etiquette, and negotiation styles.

• It helps your team navigate ever-changing regulations.

• You can network like a pro—Saudis love in-person connections, even in the age of Zoom.

IMO, a few days (and a few Riyals) spent on executive training will save you months of headaches down the line.

Timelines, Common Pitfalls, and Pro Tips

Let’s answer the question on everyone’s mind: How long does it take to register a company in Saudi Arabia?
If your docs are in order, most LLCs can be up and running in 2–4 weeks. Branch offices or special sectors might take a bit longer, especially if you’re dealing with new giga zones.
Don’t fall for “express setup in 3 days” pitches—they almost never deliver unless you’re in a priority sector and have perfect paperwork.

Common mistakes to avoid:

• Not double-checking the Arabic translation of your business name (seriously, it matters).

• Ignoring post-license steps—municipality, Chamber of Commerce, Ministry of Labor, etc.

• Underestimating the need for local partners (in sectors where it’s still required).

• Neglecting bilingual content and local SEO—your competition will eat your lunch.

The Real Secret Sauce: Network, Adapt, and Stay Curious

Here’s what nobody tells you: success in KSA isn’t just about paperwork or even strategy.
It’s about networking like your business depends on it (because it does), adapting to change, and keeping your eyes open for new incentives, sector openings, and giga project announcements.

Attend events, shake hands (proverbially or in person), and stay plugged into the latest Vision 2030 updates. KSA moves fast—and the winners are the ones who move with it.

FYI: Don’t underestimate the power of a strong Google Business Profile, consistent NAP citations (Name, Address, Phone), and solid local links. These are your keys to digital visibility.

Conclusion: Are You Ready to Make Your Mark in Saudi Arabia?

Let’s recap—because we’ve covered a ton:

• Vision 2030 is your ticket to massive incentives, easier ownership, and game-changing business opportunities.

• Do your homework: Market research, local SEO, and bilingual content aren’t optional—they’re your secret weapons.

• Follow the process: Choose the right structure, nail your paperwork, and double-check every step.

• Go local: Dial in your Google Business Profile, build relationships, and get involved in the KSA business community.

• Never stop learning: Executive education and real-world networking will keep you ahead of the curve.

Setting up a business in Saudi Arabia isn’t always smooth sailing (what is, honestly?), but it’s more possible—and more exciting—than ever before.
If you bring the hustle, embrace the culture, and think “local first,” the rewards are huge.
So, what’s stopping you? Start sketching out your vision, research those local SEO Riyadh keywords, and get ready to ride the next wave of growth in the Gulf.
And hey—if you need a pep talk or want to share your story, drop me a message. The KSA business community is more welcoming than you think. :)

FAQs: Expert Strategies for Business Setup in Saudi Arabia

How long does it take to register a company in Saudi Arabia?

Registering a company in Saudi Arabia usually takes 2 to 4 weeks for a standard LLC. Here’s a breakdown to set your expectations:

• Initial Name Reservation: 2-3 days via the online MISA portal.

• Document Preparation: 1 week, if you have all your paperwork in order.

• Government Approvals: 1-2 weeks, depending on your sector and activity.

• Post-CR Steps: Another 1 week for municipal license, Chamber of Commerce, and tax registration.

Tips to speed things up:

• Make sure all documents are translated into Arabic and attested.

• Double-check the business activity codes and sector requirements.

• Work with a local consultant if you’re new to the process.

Keep in mind, specialized sectors or new giga project zones might add extra steps and time. Always buffer for possible delays, but if you prep right, you’ll be open for business faster than you think!

What are Vision 2030 incentives for foreign businesses?

Vision 2030 brings a host of incentives for foreign businesses looking to set up in Saudi Arabia:

• 100% Foreign Ownership: Many sectors now allow full foreign control without a local partner.

• Tax Holidays: Select economic zones offer multi-year tax breaks.

• Fast-Tracked Licensing: Priority sectors like tech, tourism, and sustainability get streamlined approvals.

• Access to Giga Projects: Projects like NEOM, Qiddiya, and the Red Sea Development offer special business clusters and support.

• Government Grants and Loans: Available for innovation, job creation, and SME growth.

• Visa Flexibility: Easier processes for importing talent and executive staff.

Pro tip: Always check if your sector is prioritized under Vision 2030 for the best incentives!

What licenses are required for startups in Riyadh?

Startups in Riyadh generally need the following licenses and registrations:

• Commercial Registration (CR): The official company license.

• Municipal License: Issued by the city for physical operations.

• Chamber of Commerce Membership: Mandatory for all registered businesses.

• Sector-Specific Licenses: For regulated fields like healthcare, education, fintech, or e-commerce.

• Zakat and Tax Registration: Required for all operating companies.

Always verify your specific sector requirements on the MISA portal or consult with a local expert—some businesses may need extra clearances.

How to optimize Google Ads in Saudi market?

Optimizing Google Ads in the Saudi market is all about local language and cultural relevance:

• Segment campaigns by language: Separate Arabic and English ads.

• Use Najdi dialect keywords for Riyadh-centric targeting.

• Optimize ad extensions: Add call and WhatsApp options for quick customer contact.

• Schedule ads for local peak times: Saudis are night owls, so evenings perform better.

• Localize landing pages: Ensure ad clicks lead to pages in the user’s preferred language.

• Test, test, test: Regularly review and tweak your campaigns based on real user behavior.

By following these steps, you’ll boost your click-through rates and see a real return on your ad spend in KSA.

What’s the best way to localize content for the Saudi market?

The best localization strategy for the Saudi market is a mix of language, culture, and digital best practices:

• Create bilingual content: Arabic and English versions for every important page.

• Use local keywords: Research Najdi dialect and region-specific phrases.

• Hire native writers: Only locals understand cultural context and humor.

• Adapt your visuals: Use Saudi-appropriate imagery and avoid anything culturally insensitive.

• Optimize for mobile: With 90%+ mobile traffic, your site must load fast and display perfectly on any device.

Don’t just translate—transcreate your brand for Saudi audiences!

How can I use local SEO and Google Business Profile for better ranking in KSA?

Local SEO and Google Business Profile (GBP) are critical for visibility in KSA:

• Claim and verify your GBP: Use your real business name in Arabic and English.

• Complete all profile fields: Add hours, services, address, and photos.

• Request reviews: Encourage happy clients to review you in both languages.

• Post updates regularly: Keep your GBP active with news, offers, and events.

• Build local links: Partner with local blogs and directories for quality backlinks.

Combine GBP with on-page local SEO (using location-based keywords and Najdi variations) for maximum impact.

What are the steps for company formation KSA step by step?

Here’s a simplified step-by-step for company formation in Saudi Arabia:

1. Define business activity and legal structure (LLC, Joint Stock, etc.).

2. Reserve your business name in both Arabic and English.

3. Apply for initial approvals from MISA.

4. Prepare and attest all documents (AoA, IDs, leases, etc.).

5. Submit documents for Commercial Registration (CR).

6. Register with the Chamber of Commerce.

7. Get municipal license and any sector-specific approvals.

8. Open a Saudi bank account.

9. Register for Zakat and VAT (taxes).

10. Begin operations and start hiring!

Each sector may have extra steps, so check with a local expert if you’re unsure.

How important is mobile-first optimization for Saudi users?

Extremely important—over 90% of Saudi internet users access the web primarily via mobile devices. Here’s what matters:

• Responsive design: Your site must adapt seamlessly to all screens.

• Fast loading times: Saudis have little patience for slow sites (who does?).

• Easy navigation: Simple menus, large buttons, and concise forms.

• Mobile-friendly checkout: If you’re e-commerce, make buying on mobile frictionless.

• Local payment integrations: Support Saudi wallets like STC Pay and Mada.

Neglect mobile-first, and you might as well not exist online in KSA.

What is the role of bilingual content in Saudi Arabia’s digital marketing?

Bilingual content is crucial for marketing success in Saudi Arabia:

• Wider reach: You attract both Arabic-speaking locals and expat communities.

• Stronger engagement: Saudis connect better with brands that “speak their language.”

• SEO boost: Google rewards bilingual sites with better rankings in local searches.

• Trust and credibility: Native Arabic content signals authenticity.

Bottom line: If you’re serious about growing in KSA, bilingual is non-negotiable.

What are the best link-building strategies for the Saudi market?

The most effective link-building tactics in KSA are:

• Partnering with local influencers and bloggers: Their audiences trust them.

• Getting listed in regional business directories: Think local, not global.

• Guest posting on Saudi news sites or niche blogs: Choose industry-specific sites for relevance.

• PR campaigns for Vision 2030-related achievements: Media loves Vision 2030 stories.

• Sponsoring local events or online communities: Builds links and real relationships.

Always focus on quality and local relevance over quantity.