I never sort my mirrors manually, and never according to geography.
I used to generate my mirrorlist with
reflector -a 10 --sort score | sudo tee /etc/pacman.d/mirrorlist
but nowadays I use
rate-mirrors arch | sudo tee /etc/pacman.d/mirrorlist
It chooses the fastest mirrors automatically. It’s the simplest way to get good package download speeds. I do if I notice downloads during update taking a long time, maybe once a year or so.