The Technical Layer utilizes tech to help you work smarter, not harder. It is the second of @Rob's six layers of modern digital marketing. The technical components of your marketing strategy play an incredibly important role in helping you reach your overall digital marketing goals. Tech is one of the most critical and most neglected areas of optimization because if key technical issues are not corrected, your website may not receive credit for all the other work you may be doing. The Technical Layer will add clarity to the tech you could be using or are currently using to leave you with a strong understanding of all that is technologically possible. This includes server/platform load times, content architecture, tracking analytics, 3rd party services, machine readability, and automation tools.