How Do People Search in Some of the Most Censored Countries?

For many of us, searching and shopping online is seamless and straightforward. 

But in countries where censorship runs deep, those same clicks come with detours, including blocked sites, VPNs and platforms built to serve state interests. 

In this article, I’ll walk through the daily online habits in three countries — China, Russia and Iran — and highlight how everyday digital life adapts when freedom online is not guaranteed.

China

China is the blueprint for what a state-managed internet can look like: sophisticated but tightly monitored.

It’s also a test case for how billions of people adapt when Google, Facebook and the familiar Western platforms are absent. 

According to the TopKlout Index Research Institute, as reported and translated by OctoPlus Media, China’s search engine user base had reached 824 million, accounting for 75% of total internet users.

And when people turn to search engines in China, they are most likely using Baidu, which claims about 60% of the share, according to Statcounter. Following behind is Bing at approximately 19%.

Source: StatCounter Global Stats – Search Engine Market Share

The Great Firewall of China, the nickname for government-controlled internet censorship and surveillance, is still very much alive today. In fact, Google left China in 2010 over disputes on censorship.

One study found more than 60,000 unique censorship rules used to partially or totally censor search results across Baidu, Baidu Zhidao, Bilibili, Microsoft Bing, Douyin, Jingdong, Sogou and Weibo. 

This includes Baidu’s new AI-powered chatbot, Ernie, which frequently gives answers like “ let’s talk about something else.”

Familiar social media platforms in the United States are banned but China has plenty of native equivalents.

It’s a tough nut to crack, but there’s still plenty of search activity and commerce happening in the second-largest country in Asia. 

For example, WeChat, a hugely popular app in China, has more than 1.41 billion monthly active users, and offers experiences that combine messaging, ecommerce, content creation and consumption, payment services and much more.  

The availability of apps and other digital tools in the Chinese market highlights how search is diverging. 

According to the TopKlout Index Research Institute (linked earlier), people in China use the following platforms for search: 

• AI Tools: 54.4%.
• Social Platforms: 53.3%.
• E-commerce Platforms: 49.9%.
• Traditional Search Engines: 21.7%.
• Lifestyle Service Platforms: 18.8%.
• Academic Platforms: 16.9%.
• Niche Vertical Platforms: 13.0%.

And they use these for different reasons, according to the data. 

For instance, people cite using search engines first when it comes to seeking out news. For product information, they turn to ecommerce platforms (35.8%), followed by lifestyle service platforms (12.2%).

But respondents admit that social media has a heavy influence on their purchase decisions, with more than 90% saying they made purchase decisions based on search content on social platforms, and placing orders on e-commerce platforms afterward.

What are the major challenges in search? TopKlout research says the experience is fragmented, with users having to jump across multiple platforms, pages and posts to put together relevant information. 

Misinformation and fake content are the other problems. This includes fake reviews, covert advertisements, too many bots, fake news and unverifiable sources. 

At the end of the day, Chinese users don’t lack platforms, but search can often be a disjointed experience across AI bots, e-commerce sites and social feeds, all while navigating misinformation and state censorship. 

For the rest of the world, it’s a glimpse of what happens when the “open web” turns into a Great Firewall. 

Related: How can my business adapt to platform-specific search trends?

Russia

If China’s story is about control through design, Russia’s is about improvisation. 

The Kremlin restricts, blocks and pressures, but Russians, especially younger ones, adapt in real time, hopping between platforms to stitch together their version of the online experience.

In Russia, there’s a generational divide when it comes to where people like to get their information.

The older generation overwhelmingly turns to television, while the younger generation is more distrustful of media outlets and visits social media platforms (61%) and Telegram channels (37%).

Like China, there is censorship in Russia, with reports citing thousands of websites blocked over the past few years. YouTube, which is wildly popular in Russia, is the supposed latest target of the Russian government. 

When it comes to search engines, Yandex is the leader in search engine market share at about 69%, followed by Google with just 29%.

Source: StatCounter Global Stats – Search Engine Market Share

It’s the most-visited online resource in Russia, according to Statista, reaching 83 percent of internet users, with Google following closely behind. In fact, Yandex is the third most-popular search engine in the world. 

Russians prefer Telegram as their primary social media app (more than three-quarters of the Russian online population aged 16 years and older use it), with WhatsApp coming in at a close second, followed by VK.

Meanwhile, there are bans on certain Western social media like Facebook, Instagram and X. 

Despite economic turbulence in Russia, Statista forecasts the country will see a 3.5% e-commerce sales compound annual growth rate by 2030. Statista says that by 2026, this will translate to 16.8 trillion Russian rubles.

The majority of online purchases (70%) occur in marketplaces, with Wildberries standing as the leader followed by Ozon — and social media influencers impact this buying behavior. 

In Russia, searching online often means working around barriers. And while the information space can feel constricted, the appetite for e-commerce continues to grow, albeit modestly, 

Related: How can businesses adapt to censorship challenges to remain competitive?

Iran

Iran sits somewhere between two poles: censorship as systemic as China’s, improvisation by the people that’s as adaptive as Russia’s. 

What makes it unique is the sheer dependence on workarounds. And yet, the country’s social media is active, even under heavy strain.

The conflict in Iran, and the latest political unrest which is emerging internally across the country has caused further constrictions on Web access.  

Reports show internet blackouts across regions to attempt to curtail information access and sharing during the protests that started in December 2025. 

Despite this, the people of Iran have been successful in using several platforms to share the events of the crisis.

According to a DataReportal analysis, 73.2 million individuals were using the internet in Iran at the start of 2025, and online penetration is about 80%. Eighty-eight percent own a mobile device. 

Google dominates as the country’s search engine with nearly 100% share; Bing follows with a market share of only 0.31%.

Source: StatCounter Global Stats – Search Engine Market Share

However, internet access is regularly blocked by the Iranian government (and this was happening even before the uprising in December 2025), including blackouts and legislation against information access. 

Even so, nearly 90% of Iranians use VPNs and other circumvention tools to access online information, despite doing so illegally. 

Social media is also important to Iranians (especially to access information outside of state-controlled media), and about 80% of university students use messaging services and social media daily. 

This is despite bans on social media that come and go, and permanent bans on platforms like Facebook, X and YouTube, which citizens often find a way to circumvent anyway.

In fact, Instagram, Pinterest and YouTube come in as the top three social media sites that Iranians use, according to Statcounter.

Source: StatCounter Global Stats – Social Media Market Share

The ecommerce landscape in Iran highlights an expanding market, which reached about $107 billion in 2024, with forecasts suggesting it could top $1.1 trillion by 2033 (a CAGR of 26.22%).

Home and garden, computers and business/industrial are the top three categories of ecommerce in Iran. When they shop online, Iranians typically turn to Digikala, Iran’s largest online marketplace.

Still, the share of online retail sales in Iran amounted to only 6% — and this includes marketplace and social media commerce. 

In Iran, you have a government intent on cutting off access, and people intent on finding new ways through.

This dynamic makes Iran a case study in resilience, and is a reminder that even behind firewalls, the digital world rarely stops moving. 

Final Thoughts

Across China, Russia and Iran, online access is shaped by politics. 

While firewalls, blackouts and censorship rules create barriers, people adapt with workarounds. The result is a nimble approach where digital economies thrive in spite of constraint. 

Quick Solutions

FAQ: How can I navigate digital marketing in censored countries while maintaining visibility, compliance and audience reach?Operating in censored markets often requires more effort and creativity. 

You’ll of course want to know all relevant aspects of the legal and digital landscape in the country.

You’ll also want a good understanding of how the people in the country interact with the internet. 

This includes identifying the most commonly used search engines, digital platforms and social media networks, as well as understanding cultural norms. 

Many businesses marketing overseas choose to hire local agencies to help them navigate all of these challenges. 

These local experts can help you stay informed about changes in laws and user behaviors as well as creating strategies that  are relevant to the target audience. 

Action Plan

1. Research the legal landscape of the target country to understand any restrictions that may impact your marketing.
2. Identify the most commonly used search engines and digital platforms that the residents use.
3. Gain a deep understanding of cultural norms and expectations so you understand how to connect with the target audiences.
4. Collaborate with local agencies that can help you navigate any restrictions and also create relevant, culturally appropriate strategies.  
5. As part of your marketing, you might choose to partner with local influencers to enhance your company’s credibility and reach.
6. Be sure you’re optimizing for mobile, as it is often the primary means of internet access.
7. Develop a localized keyword and content strategy for search engine optimization success.
8. Stay informed about global digital trends for more innovative ideas.
9. Focus on providing customer support in the local language to improve the user experience.
10. You can also establish partnerships with local businesses to expand your footprint.
11. Observe and learn from local competitors’ successful strategies.
12. Evaluate and adjust your approach based on feedback and results.

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About Us

Since 1996, Bruce Clay, Inc. has been a leader in search engine optimization. With offices all over the globe, we’ve helped businesses expand their visibility into international markets. Learn more about our contributions to the search world on our About Us page.

Bruce Clay is founder and president of Bruce Clay Inc., a global digital marketing firm providing search engine optimization, pay-per-click, social media marketing, SEO-friendly web architecture, and SEO tools and education. Connect with him on LinkedIn or through the BruceClay.com website.

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