What impact does server location have on rankings?

we have a question from Rob liwicki in Toronto Ontario Rob asks what impact does server location have on Google's rankings well way way way back in the dawn of Google you know it was funny because people would rank in different countries based only on the TLD so F FR meant you were French but that's all that they knew and uh you know back in 2201 type time frame we started to look at where is a server located its IP address to say oh well it doesn't end INR but it is located in France according to its IP address so maybe this is really useful for French users uh so that's the primary way that you have an impact on Google's rankings you know if you're just in the United States your site is in the United States you've never been outside the United States you might never notice any of these factors but um it where your server is located whether it's in the US or France or Germany or Britain or Canada or anywhere else can determine our rank so for example if you go to uh if you go to google.com and you type in Bank you'll get different results than if you go to google.com.au and you type in bank or google.co.uk and you type in bank so we do absolutely try to return the most relevant results to each user in each country and uh server location in terms of IP address is a factor in that