Why is it important to have your server close to your users?

When it comes to websites, ERP systems, online platforms, and digital services, the focus is often on design, functionality, and content. But behind all these visible aspects lies something else, crucial for the speed and stability of every digital experience: the location of the server.

The geographical proximity of the server to end users has a direct impact on the speed, reliability, and efficiency of online communication. 

In the following lines, we’ll look at why server location matters and what real advantages it brings to your business, especially if you’re targeting users on the territory of Bulgaria.

Lower latency – faster communication

When a user sends a request to open a website, submit a contact form, or access a database, that request “travels” to the server, which processes it and sends a response back. The greater the distance the information has to travel, the higher the latency (the delay between the request and the response).

When the server is geographically close to the user:

• The data path is shorter;
• The connection passes through fewer intermediate points (routers, operators, networks);
• The response time is lower.

The result is significantly faster and more stable communication. And in the world of digital services, every millisecond matters, even if it seems negligible at first glance. 

Faster loading – better customer experience

The speed of a website or platform is one of the most important factors for user experience online. People expect sites to load instantly, especially on mobile devices. 

According to various studies:

• 53% of mobile users leave a site that loads slower than 3 seconds;
• Every additional second of delay can reduce satisfaction by up to 16%.

When your server is close to your users:

• Website loading time decreases;
• The site responds faster to interactions (clicking, scrolling, shopping, etc.);
• End users stay longer and are more likely to return.

This directly affects the bounce rate - the percentage of users who leave the site without taking any action. The faster your website, the fewer such users. 

SEO advantages: Google loves fast sites

Loading speed is definitely a ranking factor in Google. Faster sites get better positions in search results. If you target a local audience - such as clients from Northeastern Bulgaria—placing your server near them can improve:

• Page response time;
• Overall site speed when crawled by search engines;
• The user experience rating from Google and other search engines.

Impact on conversions (conversion rate)

The fast and seamless operation of the site not only helps every user but also leads to increased conversion rates - useful actions that are important for the business, such as:

• Submitting an inquiry;
• Completing an order in an online store;
• Downloading a file or resource;
• Requesting additional information;
• Registering for an event.

All these actions happen more successfully when the site loads quickly. It is proven that speed improvement can increase conversion rates many times over - especially on mobile devices.

Importance of server location for businesses in Bulgaria 

Let’s take as an example a business based in Varna, or one with a significant number of clients from Northeastern Bulgaria. If this business’s server is located in Sofia - or even physically in your office in Varna, but the network passes through the capital - its users may experience delays of over 30–50 milliseconds on every load. This is significant in the context of websites, online platforms, and applications that compete for user attention or must provide flawless online experiences. 

The solution: local, connected, and independent data center

To take advantage of all these benefits, placing your server in a professional data center close to your target users is a strategic decision.
For users from Varna and the region, AC☁DC is a neutral data center offering:

• Direct connectivity with VarnaIX and NetIX – fast and efficient routing;
• Professional colocation with controlled environment, 24/7 support and security;
• Minimal latency for clients in Northeastern Bulgaria;
• Reliability and scalability – ability to grow without compromising security or speed.

When the server is close to your users—not only physically, but also in the network—you gain:

• Faster and more stable service;
• Happier clients;
• Better search engine rankings;
• And lower operational risks.

If you want to learn how AC☁DC guarantees professional data center service and uninterrupted server operation for its clients, you can send an inquiry or even book a visit to the data center in Varna.

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