Developing websites in Spain is an opportunity to dive into a dynamic market where technology is closely intertwined with local culture. Instead of following generic patterns, it makes sense to look for ways to stand out in the Spanish digital space.
Spain: a platform for new opportunities
The Spanish online landscape is characterised by high user activity and openness to new formats. This gives room for bold moves — from unusual content formats to non‑standard ad combinations.
The key goal is to make website promotion as effective as possible by accounting for local demand and user behaviour.
Channels and platforms for promotion
Popular, broad‑reach platforms
To cover most topics, it’s worth working with large, authoritative platforms:
- El País and El Mundo — leading news portals for PR placements and trust building.
- Forocoches — one of the most active forums in Spain, suitable for discussions and careful promotion.
- Idealista — a key portal for real estate and related services.
- InfoJobs — a platform for promoting services and recruiting professionals.
- 20minutos — a news site with a broad regional audience.
- Habbo — an online community for youth and creative projects.
- Segundamano — a classifieds site for promoting products and services.
Tourism‑focused resources
Tourism is one of the core sectors of the Spanish economy, so dedicated platforms are especially important:
- TripAdvisor — for reviews and promoting travel and hospitality services.
- Booking.com — for working with clients, partner programmes and property visibility.
- Minube — a Spanish platform for travellers with a strong local content focus.
Authoritative e‑commerce platforms
- Amazon.es — an entry point into the Spanish online retail market.
- Wallapop — a popular app for classifieds and P2P commerce.
- PCComponentes — one of the leading platforms for electronics and tech in Spain.
Local IT communities and forums
- Hispasonic — a community for audio gear, music and software.
- Domestika — a platform for creative professionals, courses and projects.
- Xataka — a popular tech blog with a very active audience.
Market analysis and local SEO
To enter the Spanish market successfully, you must understand local audience needs and interests. This includes competitive analysis, keyword research and user behaviour analysis.
Local SEO relies not only on Google, but also on working with local trusted platforms:
- El Mundo and El País — PR coverage and link opportunities.
- Forocoches — to discuss trends and carefully promote projects.
- Habitissimo — a niche platform for construction and design services.
- Idealista — the go‑to resource for anything related to property.
Professional tools help sharpen your strategy:
- Google My Business — to increase visibility and trust in local search.
- Semrush — for keyword and competitor analysis.
- Ahrefs — to track backlinks and discover trends.
- Screaming Frog — to audit the site’s technical health.
Creating and optimising content with regional keywords improves local visibility, while a strong Google My Business presence reinforces user trust.
Creating unique content
Publishing articles, videos and posts that reflect Spanish culture and audience preferences significantly boosts engagement.
It helps to anchor content in local topics and events — holidays, football, festivals, local initiatives — so that it resonates with everyday life in Spain.
Working with social networks
Using local resources and groups helps reach more of the right people. It’s worth working with:
- Facebook groups dedicated to specific regions and cities in Spain;
- Spanish influencers on Instagram and TikTok;
- local blogs and communities in your niche.
Campaign management and analysis are easier with tools such as:
- Hootsuite — for scheduling and performance tracking;
- Canva — for creating visual content;
- Facebook Ads Manager — for targeted campaigns;
- TikTok Analytics — to evaluate popularity and engagement.
Spanish users are active on Instagram, Facebook and TikTok. Regular communication through these channels helps build loyalty and brand awareness.
Paid and targeted advertising
Paid search and targeted ads help quickly attract new audiences. Useful tools include:
- Google Ads — for search and display campaigns;
- Meta Ads Manager — to reach Instagram and Facebook users;
- LinkedIn Ads — to promote B2B offers;
- Outbrain — for native advertising.
To maximise performance, segment audiences by age, interests and region, and continually test creatives and formats.
Key promotion highlights
Non‑standard content
Spanish users value authenticity and originality. Experiment with formats such as stories about local residents, culture‑driven videos and unexpected collaborations with local brands.
| Format | Example for Spain | Goal |
|---|---|---|
| Stories with locals | A stories series like “A day in the life of a Barcelona barista” | Show local context and a human face behind the brand |
| Cultural short videos | Short Reels about neighbourhoods such as Malasaña or Gràcia | Anchor the product in places loved by the audience |
| Brand collaborations | A joint campaign with a local coffee shop or surf school | Gain trust through association with familiar local brands |
Communication through social networks
Platforms like TikTok and Instagram are not only popular, they also offer a lot of creative space. Original visual content and active participation in discussions make the brand feel closer to its audience.
Example of attention split across networks
The chart is indicative only — it helps explain why short video formats and visual content are so important in Spain.
Mobile solutions
Websites that integrate interactive mobile‑first features tend to perform better. Consider a dedicated app or AR experiments to make your promotion more engaging.
| Approach | Example for Spain | Effect |
|---|---|---|
| PWA / web app | Adding a travel agency site to the home screen with offline access to routes | Repeat visits without search friction and higher engagement |
| AR experiments | A mini AR tour around a Barcelona district with tips and promo offers | Wow‑effect and clear differentiation from standard landing pages |
| Mobile checkout | A 3–4 step booking flow for Costa Brava apartments | Higher mobile conversion and fewer drop‑offs |
Content adaptation
Adapting content is not just about translation — it’s about matching expectations. Local trends, popular events and context should be woven into your messaging.
| Scenario | How to adapt for Spain | Result |
|---|---|---|
| Delivery article | Mention Correos, MRW, Seur and typical delivery times in Madrid and Barcelona | Signals that you operate locally and understand how the market works |
| Tour landing page | Tie your offer to local holidays such as Las Fallas, San Juan or Feria de Abril | Strengthens emotional response and improves ad CTR |
| Business blog | Use Spanish case studies and mention local grants or support programmes | Builds trust in you as an expert on the Spanish market |
Final vector
Every step in website promotion in Spain opens up new opportunities for your business. The process requires both professional execution and a solid grasp of local context.
Instead of blindly following standard playbooks, treat your online presence as a creative process. The Spanish market rewards boldness and novelty. A strategy built on research and adaptation lets you attract attention and become part of Spain’s dynamic digital landscape.
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