Since March 2014, we are serving content to readers from servers that are as close to them as possible. Currently, we do so from 6 locations, simultaneously: Singapore for Asia, Melbourne for Australia, Frankfurt and London for Europe, Manassas for US East Coast, San Francisco for US West Coast.
Geographical serving comes included by default in all our current plans and we consider it a standard for nowadays. The Google Bot will surely see excellent results for your site, thus will set a higher crawl rate, meaning more fresh content in the SERPs for your site.
What Geo Serving is good for: very low response times around the globe, meaning reduced times to first byte for readers browsing our customers' sites. Also, geo serving acts as a default failover mechanism, meaning that in the case of an outage, the rest of the points of presence take over instantly the role of the failed machine.
We are using for this purpose a mix of data-centre providers, to stay as safe as possible from global failures that could happen. The geo serving mechanism is built on top of Amazon's highly available DNS service Route 53, and the server locations are close to Amazon's regional data-centres. The routing of the site visitors is latency-based.