Here are now few articles that demonstrate how important is the loading speed for your site based on an optimized website (therefore upstream too : a performant hosting service) :
Read carefully one of these 2 articles to understand how to properly test a website and get to know how simulate the reality of a visitor's experience :
Many people mistakenly think that the IP localization of the server counts enormously, well it is pretty false because this criterion is only ranked 142/200...
- extension of your domain by targeted country plays a major role, rank is 10/200
- loading speed of your website, rank is 23/200 (a server located at less than 5000 km is enough for a good speed)
- presence of SSL certificate, position is 71/200