The distance between the location where a web service is hosted and the locations of users that access its content can have a great impact on the effective page load time. For instance, australian and american users of a web site located in Spain or Germany will experience a noticeably longer page load time than european users.
This problem can be avoided with the help of a Content Delivery Network (CDN).
This post explains the characteristics of this kind of service, with the example of a wordpress site that is configured to make use of the CloudFlare CDN.