When it comes to server location, this aspect can be an oversight when choosing a web hosting service. Yet the location can have a significant impact on speed. Large providers will have multiple servers around the world to choose from. Others only have the resources to supply from one location. If you have a general idea about your audience’s location, it’s best to have a server based in that area. If visitors are mainly from the UK for example, you don’t want a server located in Australia.
However, if you operate a large site, it’s important to find a host that implements a Content Delivery Network, aka a CDN. This is a network where geographically-distributed servers arrange content/web pages based on a visitor’s geographic location. The result is easier access and faster performance for high-traffic websites.