The deployment of content and computing resources for implementing a distributed software application can be optimized based upon customer location. The volume and geographic origin of incoming requests for a distributed software application are determined. Based upon the volume and geographic origin of the incoming requests, content and/or one or more instances of the distributed software application may be deployed to a geographic region generating a significant volume of requests for the distributed software application. Content and/or instances of a distributed software application might also be speculatively deployed to a geographic region in an attempt to optimize the performance, cost, or other attribute of a distributed software application.