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domain name system - How much does the geographical location of DNS servers matter?

We have started to run our own DNS servers located in Asia
since that's where our main audience is. However, it seems that some users in the US are
having difficulties accessing our website sometimes. I've noticed myself that DNS
lookups of our domain from the US are relatively slow (500 msec+). Maybe the problems
some users are having are due to other DNS configuration errors, but in general, how
much of an issue is the geographical location of DNS servers? Should we have an
additional server in the US?

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