Website latency refers to the delay between a user's action (like clicking a link) and your website's response. Often called "ping time," it's measured in milliseconds (ms). Lower latency means a faster, more responsive website.

Several factors influence latency:

• Geographic Distance: Data travels physically. Hosting servers closer to your visitors reduces travel time.
• Network Congestion: Heavy internet traffic can slow data packets down, like cars in rush hour.
• Server Performance: An overloaded or slow server takes longer to process requests.
• Website Optimization: Large, unoptimized images and code force browsers to work harder, increasing perceived delay.

Why does low latency matter? High latency frustrates users, increases bounce rates, and can hurt your search engine ranking. For interactive sites (e-commerce, gaming, trading), even a 100ms delay can significantly impact conversions and user experience.

To improve your site's latency:

1. Choose a hosting provider with servers in your target region.
2. Utilize a Content Delivery Network (CDN) to cache your site's static files globally.
3. Optimize images, minify CSS/JavaScript files, and enable browser caching.
4. Regularly monitor performance using tools like Google PageSpeed Insights.

By understanding and managing latency, you ensure a smoother, more professional experience for everyone visiting your website.