In addition to this comment, here is a Wiki section discussing the methods of geolocating: https://en.wikipedia.org/wiki/Internet_geolocation#Data_sources. It is important to note that a VPN isn't the only way to alter an IP address. It is currently the most viable and safe way. You can use a proxy server or a tor browser (depending on the node) as alternatives.
In addition to this comment, here is a Wiki section discussing the methods of geolocating: https://en.wikipedia.org/wiki/Internet_geolocation#Data_sources. It is important to note that a VPN isn't the only way to alter an IP address. It is currently the most viable and safe way. You can use a proxy server or a tor browser (depending on the node) as alternatives.