Infrastructure
A single London origin, and the latency it buys
Most hosts label their infrastructure 'global' and leave you guessing. Ours is a single datacentre. Here is what that honestly means, wherever your visitors happen to sit.
London
The city holding your files
NVMe
Storage fitted to every plan
1
Origin, and we name it
Free
CDN, enabled whenever you ask
The Trade-Off
One origin, no hedging
A straight answer helps you decide. A vague one only ever helps the host.
One location, stated plainly
A London datacentre on the 20i platform is where your files sit. Not 'global locations' in the plural. One location, and you deserve to know which.
Distance is physics, not marketing
In fibre, light manages roughly 200 km a millisecond, and real-world routes wander about. Nobody in this business can shorten the run from London to Sydney.
The levers we can actually pull
NVMe storage, LiteSpeed caching, a CDN parked in front of the origin. For the majority of visitors, all three matter far more than raw distance does.
Decide with the facts first
Where nearly every visitor of yours sits in Australia or East Asia, a host with an origin closer to them is probably the better fit. We would rather say that out loud than take your order.
Real Distances
Round-trip figures for wherever you happen to be
Indicative figures on a well-connected consumer line — an honest expectation, not a promise to hide behind.
| Where you are | Round trip | How that feels |
|---|---|---|
| United Kingdom & Ireland | 5–15 ms | Instant. Nothing serves a British or Irish audience better than this. |
| Western & Northern Europe | 10–35 ms | Full speed. Putting a server inside your own borders would gain you nothing. |
| Eastern Europe & Turkey | 30–60 ms | Fast for visitors, and admin work holds its rhythm too. |
| US East Coast & Eastern Canada | 70–90 ms | A developer might feel the hop. Cached pages arrive before anyone counts. |
| West & North Africa | 90–160 ms | Distance matters less here than whichever carrier you happen to be using. |
| US West Coast | 130–150 ms | Stick a CDN out front and readers keep their speed. Admin work without cache drags. |
| Middle East | 110–140 ms | Pages come through at a decent clip. A long session in the control panel loses it. |
| South Asia | 120–200 ms | From Pakistan we measure about 200 ms of TCP connect time. Cached pages hold their speed. In the control panel you feel every mile. |
| Southeast & East Asia | 160–230 ms | Audience based here? Start with a CDN, because the origin alone cannot keep pace. |
| Australia & New Zealand | 250–290 ms | London sits very nearly on the far side of the world from here. Weigh that in. |
| South America | 180–210 ms | Cached pages stay brisk. Whatever has to reach London takes its own sweet time. |
What latency measures is one request making a round trip. A page fires dozens of them, which is exactly why caching and a CDN count for more than the raw figure.
About the CDN
What it makes faster, and what it cannot
A CDN is genuinely useful and routinely oversold. Both columns below hold true.
It does fix
- Images, CSS, JavaScript and fonts, served to each visitor from whichever edge node is nearest
- Cached HTML, which covers nearly every page a logged-out reader opens
- Traffic spikes, since a response served from cache never reaches the origin
It doesn't fix
- The WordPress dashboard, which is logged-in traffic and therefore never cached
- Checkout and account pages, uncacheable for exactly the same logged-in reason
- Database queries, plus any dynamic request the cache misses, all of which run the full distance to London
- File-manager, SSH and FTP sessions, every one of them talking directly to the origin
By Country
How all this looks from your own country
Latency out of London, the domain endings we register locally, the currency prices appear in, and the tax position — one territory at a time.
Common Questions
Questions about our location
Where does my site actually live?
A London datacentre, on the 20i platform we build upon. Shared, WordPress, WooCommerce and email plans all run out of there. Why spell it out? Because 'global infrastructure' almost always translates to one location the host would rather not name, and that is worth knowing before you pay rather than after.
Does server location move the needle on SEO?
Much less than it used to, and much less than most people assume. Google crawls from many points and scores the speed your actual visitors experience, not the straight-line distance to your machine. What counts is genuine page speed and Core Web Vitals, and caching plus a CDN attack both of those head on. Nor does location settle which country you rank in. Content, domain and inbound links do that. A .de domain written in German ranks in Germany whether the files sit in Frankfurt or in London.
My audience sits nowhere near London. Will it crawl?
For most of them, no, though the honest answer comes in two halves. An anonymous visitor reading a cached page is served from an edge node close to them, and London barely enters the picture. Logged-in work is a different story. The WordPress admin, checkout, and anything dynamic that will not cache all take the round trip to London every single time. Edit posts from Sydney and you will feel roughly a quarter of a second on every action. Visitors get the fast lane. You, sat at the admin screen, absorb the distance instead.
What does a CDN actually speed up?
Think of it as two piles. In the first go images, stylesheets, scripts, fonts and any page an anonymous visitor opens, all cached and shipped from an edge node near them, which is where the bulk of most traffic lives. The second pile refuses to cache: WordPress admin, checkout, account pages, database queries, SSH sessions, FTP sessions. Every one of those makes the trip to the London origin, every time. So when a host tells you a CDN makes location irrelevant, they have run past the facts.
Can I choose a different location?
Not at present. One London origin is what we run, and stating that flatly beats dangling a choice which does not exist. Where a project genuinely needs an origin close by, we will tell you so rather than sell you a poor fit. For most sites, putting a CDN in front of London is the smarter spend anyway.
How can I test the speed myself first?
Aim any independent speed test at one of our live pages from wherever you happen to be, then run the same test again from your audience's region. Plenty of free tools let you pick where the test fires from. That hands you a measurement rather than our word for it. Hosting plans also carry a 30-day money-back guarantee, so put the real site up and measure it properly. Should the numbers fail your audience, take the refund and move on.
Time our speed for yourself, right now.
Thirty days to measure real speed for your real audience. If the numbers fall short, take the refund — we will not argue the point.
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