Localization is starting to play a much more significant role in how we experience the internet. Search engines place a higher value on local content and will often show local content higher up in search results. As such, your location can make a big difference to the content and even ads you see online. But how does this work?

In this article, we’ll explore your location’s effect on what is shown to you online. We’ll also examine how websites and search engines know your location. Finally, we’ll discuss how you can change this and access content from other countries, such as using an India proxy to access Indian content.

We’ll cover the following topics related to localized content:

  • How do search engines and websites know your location?
  • How does your location affect what you see online?
  • How to bypass these location restrictions and see other content?

How Do Search Engines And Websites Know Your Location?

The simplest answer is through your IP address. Your IP address is directly linked to your location, and this information is provided to search engines and websites when you make a request. If you try to access content restricted in your country, the receiving website will immediately see that from your IP address and will usually show a 404 error message.

Your IP address contains a lot of your information aside from your location. This can include your name, how many devices you use, the type of devices, their OS, and the browser you use. This information can also be compiled into a digital fingerprint and other data to create a unique way of identifying and tracking you across the internet. 

As such, you may want to consider ways to hide or change your IP address to unlock more content, change how you experience the internet, and keep from being tracked.

How Does Your Location Affect What You See Online?

Since localization is gaining importance, more websites are starting to create content for specific audiences. They will use specialized localization tactics to ensure that particular market sees the content. This means that markets not targeted might never see that content. This is a big reason why you might be flooded with certain ads while at home and then see completely different ones when traveling abroad. 

However, local content restrictions aren’t a new concept; to this day, certain countries restrict access to their content to their residents. For example, India is well known for blocking certain content they feel might endanger the safety of their citizens. India also isn’t alone in this practice. Qatar also blocks content like pornography and anything that might affect the sensibility of its citizens. Russia is another well know county for blocking content, especially content related to child pornography, suicide, drug abuse, or extremist views. 

China is also well known for locking down its content thanks to the Great Firewall of China. However, it also hosts 989 million internet users and accounts for 40% of global app spending, which makes it a premium market to try and gain access to – if you can gain access.

How To Bypass These Location Restrictions And See Other Content?

There are ways to hide your IP address and access geo-restricted content. Here are a few ways to stay anonymous online and bypass restrictions.

Location-Specific Proxies

These proxies are a type of residential proxy that will change your IP address to that of an actual device located in the country you wish to access. For example, an India proxy will enable you to access content in India without getting blocked, as your IP address will be changed to an Indian one. Not only will using an India proxy give you access to restricted Indian content, but it can also provide you with online anonymity as your real IP is hidden. There are many different location-specific proxies, and you can find ones for Russia, China, Japan, Germany, and many other countries.


A VPN is another great tool to hide your IP address and encrypt your data. These virtual private servers will act like a private tunnel between the user and the website, and they also don’t share your IP address.


DNS settings have changed significantly in recent years, making it very difficult to change your DNS to access restricted content manually. However, there are tools like SmartDNS to conceal your DNS address and allow you to access any restricted content.

Tor Browser

Tor browser is one of the few genuinely private web browsers. Approximately two million people use it daily to access geo-restricted content and provide additional privacy and online security.

Final Thoughts

Your location has a direct impact on what you see online. Your search results and ads can all change according to where you are in the world. So, if you want to see restricted content from other countries, you’ll need tools to disguise your location, such as proxies and VPN.

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