About Marshall Malone
Hi, I’m Marshall Malone, a multidisciplinary digital marketing strategist, SEO consultant, content producer, and creative technologist based in Jacksonville, Florida. I’ve worked in search engine optimization and digital marketing since 2012 and bring more than 20 years of hands-on experience creating digital content.
My professional background spans technical SEO, generative engine optimization (GEO), answer engine optimization (AEO), AI search visibility, analytics, digital advertising, content strategy, and multimedia production. Throughout my career, I’ve held positions including SEO Manager, Marketing Manager, Senior SEO Strategist, Digital Marketing Specialist, Senior Creative Services Producer, Content Producer, and Video Editor.
This combination of technical, analytical, and creative experience allows me to connect strategy with practical execution. Whether I’m improving organic search visibility, researching how brands appear in AI-generated answers, implementing conversion tracking, producing a video campaign, building a website, or launching a digital product, I approach each project with an emphasis on quality, efficiency, and measurable business objectives.
Search Engine Optimization, GEO, and AI Visibility
Search engine optimization has been a core part of my professional career since 2012. I've worked through multiple generations of search technology, from traditional keyword-driven optimization to semantic search, machine learning, natural language processing, mobile-first indexing, and today's generative AI-powered search experiences.
I began studying the impact of machine learning on search during Google's introduction of RankBrain in 2015. As search engines became more sophisticated at understanding intent, context, and relationships between topics, I adapted my approach to emphasize semantic relevance, topical authority, information architecture, content quality, and technical accessibility.
Today, I apply that experience to Generative Engine Optimization (GEO), Answer Engine Optimization (AEO), and AI search visibility. These emerging disciplines expand traditional SEO into environments where information can be summarized, compared, recommended, and cited through AI-generated responses.
My hands-on GEO experience includes AI prompt and query research, conversational search analysis, competitive citation research, brand visibility monitoring, entity consistency, and answer-focused content strategies. I've worked directly with Profound to analyze AI search visibility and competitive positioning, including how brands and information sources appear across platforms such as ChatGPT, Gemini, and Perplexity.
I also work directly on the technical implementation supporting these strategies, including structured data and schema markup, website architecture, content organization, internal linking, indexing, canonicalization, XML sitemaps, redirects, and technical website audits.
My analytics experience includes personally configuring Google Tag Manager containers, tags, triggers, and variables, implementing GA4 events and conversion tracking, and using Google Search Console, analytics platforms, and CRM data to evaluate organic performance, user behavior, and emerging AI referral traffic.
I don't view GEO or AEO as replacements for SEO. They're extensions of a discipline that has been evolving throughout my career. Strong technical foundations, credible content, clear entity relationships, and reliable information remain essential, while newer tools introduce opportunities to measure brand representation, citations, and visibility across AI-powered discovery platforms.
My approach is grounded in research, experimentation, direct implementation, and ongoing measurement rather than simply adopting new terminology or following industry trends.
Marketing, Content Strategy, and Digital Media
My broader marketing background includes local and national SEO, website optimization, e-commerce, paid search and social advertising, email marketing, audience development, analytics, conversion optimization, marketing automation, and content strategy.
I've worked with enterprise e-commerce companies, healthcare organizations, educational institutions, service businesses, and national brands. These environments have given me experience balancing technical requirements, creative production, organizational priorities, client expectations, and measurable marketing performance.
My creative production experience includes video production, podcast production, photography, livestreaming, editing, motion graphics, digital storytelling, and web design.
One of my strengths is connecting creative execution with broader digital strategy. I understand how to develop a campaign, produce engaging content, optimize it for discovery, distribute it across appropriate platforms, and evaluate its performance.
As search and digital media become increasingly interconnected, this experience also gives me a practical perspective on how written content, video, audio, images, and structured information contribute to a brand's overall digital presence.
Artificial Intelligence and Marketing Automation
I use artificial intelligence as a practical tool for research, problem-solving, content development, technical analysis, creative experimentation, and workflow optimization.
My experience includes AI-assisted research, content planning, editorial workflows, image generation, visual concept development, website optimization, structured data organization, content repurposing, competitive analysis, and marketing automation.
I also research and experiment with agentic AI, automated publishing workflows, AI-assisted content systems, and processes that connect research, production, optimization, distribution, and reporting.
I'm particularly interested in using AI to improve operational efficiency without sacrificing accuracy, originality, or human judgment. Many repetitive tasks can be accelerated through automation, allowing more time for strategy, editorial review, quality control, creative development, and audience-focused decision-making.
Rather than treating AI as a replacement for professional expertise, I view it as another technology that requires informed implementation and continuous evaluation. AI-generated outputs still need fact-checking, brand alignment, appropriate sourcing, technical validation, and human oversight.
My career has involved learning new technologies, building processes, developing workflows, and adapting to changing platforms. AI represents another stage in that evolution, and one I'm actively implementing across search marketing, content production, and digital operations.
Current Consulting and Client Work
Through Malone Media + Marketing, I provide independent consulting and production services combining technical SEO, content strategy, AI search optimization, website development, analytics, marketing operations, and multimedia production.
My recent SEO and digital marketing work includes healthcare organizations such as Evolve Treatment Centers, Dayton Children's Hospital, PT Solutions, Above and Beyond Therapy, Asthma & Allergy Specialists, and Advanced ENT & Allergy.
These engagements have involved technical SEO auditing, local search optimization, semantic content architecture, topical authority development, service and location page optimization, structured data, competitive research, and website usability analysis.
My work with Evolve Treatment Centers has also included direct GEO implementation, AI prompt research, Profound visibility monitoring, citation analysis, conversational content strategies, and AI referral attribution.
In addition to search marketing, I consult on educational podcast and digital content production for Melissa Dionne of Jax BCH Counseling. I also edit long-form and short-form video content for comedian and creator Matt Mitchell, known for SEC Roll Call, Bless Your Rank, and his Southern comedy videos.
Previously, I led SEO, social media, email marketing, paid digital advertising, video production, and broader marketing initiatives for Superior Fireworks.
I also spent several years in broadcast media with Graham Media Group and Cox Media Group, producing promotional campaigns, commercial content, digital media, and streaming programming. This experience strengthened my understanding of audience development, content distribution, digital advertising, and the technologies that influence how people discover and consume media.
Building Unplugged Tools
I'm currently developing Unplugged Tools, a digital-product brand built around a simple idea: technology should help people live more intentionally—not demand all of their attention.
The project focuses on printable tools, guided activities, planners, and offline resources designed to help individuals and families reduce unnecessary screen time.
I'm building the brand from the ground up, including its positioning, visual identity, WordPress and WooCommerce storefront, product concepts, downloadable materials, customer experience, marketing strategy, and supporting content.
Unplugged Tools gives me a practical environment for applying e-commerce optimization, user-experience design, digital-product development, branding, technical SEO, conversion-focused content, analytics, marketing automation, and AI-assisted workflows.
It also provides an opportunity to test and refine digital marketing strategies within a brand I manage directly, from website structure and organic discoverability to content development, product presentation, and customer experience.
The project reflects my broader interest in creating technology that produces useful real-world outcomes, even when the intended outcome is spending less time online.
Independent Media and Digital Projects
I founded Upside Down Creative Media in 2013 as an independent creative outlet for original entertainment, comedy, video production, and digital publishing.
Through its YouTube channel, I've produced original comedy series, podcasts, livestreams, interviews, sketches, and short films. Several projects have received recognition at local and regional film festivals.
These independent projects allow me to experiment with digital storytelling, audience development, multimedia production, content distribution, search visibility, emerging creative technologies, and new publishing workflows.
I also design and manage websites that combine distinctive visual concepts with modern publishing technology. This website, for example, reimagines a professional portfolio as an interactive Windows 98-style desktop while incorporating WordPress, responsive design, long-form content, service pages, video, audio, search engine optimization, and modern web functionality.
Across these projects, I frequently manage the complete development process: identifying an idea, researching an audience, developing the brand, creating the content, designing the experience, building the platform, implementing analytics, testing functionality, and refining the final product.
This combination of technical and creative responsibilities has helped me develop a broad understanding of how websites, media, search technology, and digital experiences work together.
Education, Leadership, and Working Style
I'm also expanding my healthcare knowledge through coursework toward an Associate in Science in Radiography at Florida State College at Jacksonville, with an expected graduation date of 2029.
This education complements my experience working with healthcare organizations and reinforces the importance of technical accuracy, evidence-based information, patient communication, and responsible handling of complex subject matter.
Professionally, I've managed SEO teams, developed standard operating procedures, trained colleagues, collaborated with developers and content teams, and worked directly with clients and organizational leadership.
My experience includes leading a team of eight SEO analysts, developing scalable workflows, coordinating content and technical initiatives, and translating complex marketing challenges into practical recommendations.
I work comfortably within Agile, Waterfall, and Scrum environments and have experience with organizations ranging from independent businesses to large corporations.
My working style is collaborative, analytical, adaptable, and hands-on. I enjoy understanding how a technology works, finding practical ways to apply it, and building processes that make future work more efficient and effective.
Throughout my career, I've worked at the intersection of technology, marketing, and creativity. As artificial intelligence continues to change search, content creation, and digital communication, I bring both the experience of working through previous technological shifts and the willingness to keep learning, experimenting, and implementing new solutions.
Whether I'm developing an SEO strategy, evaluating AI-generated search visibility, producing multimedia content, or building a digital product, my goal remains the same: create useful work, communicate clearly, and deliver meaningful results.
To learn more, review my resume, explore my work throughout this website, or connect with me on LinkedIn.
Media, Interviews, and Awards
2024 LOL JAX Film Festival
In 2024, my comedic short film The Weight won several awards at the 8th annual LOL JAX Film Festival, including Best Film, Best Director, and a tie for Best Sound and Best Ensemble Cast.
You can read more about my experience and why I dislike winning awardshere.
The Grey Beard Podcast
I appeared on The Grey Beard Podcast to discuss my marketing background, my transition into media, the decline of traditional broadcast, my ongoing documentary project Falling Together, and the creation of Upside Down Creative Media.
Who Are You Podcast
On the Who Are You Podcast, we dive into my journey from Senior Creative Services Producer at News4Jax to growing up in a military family and moving frequently. We discuss why I started my own media company and my passion for music.
We also talk about fatherhood, working on sets with people like Steve-O, and collaborating with directors such as Kyle Newacheck.
What You’re Craving
In August 2022, I took control of my health by cutting out sugar and refined carbs after reading a book by author and licensed therapist Molly Carmel. That decision led to an unexpected opportunity to appear as a guest on her podcast, sharing my story with a broader audience.
Clay Today Online
As producer of Hyundai Hometown Heroes for News4Jax/WJXT, I led a station initiative recognizing local heroes across multiple categories and awarding a Hyundai Tucson. This became the station’s most successful campaign to date.
One of the final stories I produced, recognizing Master Chief Petty Officer Sha’Reff Rashad for 27 years of military service and NJROTC leadership, was featured in Clay Today.
The Buzz TV Interview
In 2017, my film Real Reality: Life Inside the Discomfort Zone was selected for the LOL JAX Film Festival. I was interviewed by Monique Madrid for The Buzz, marking my first-ever filmmaker interview and a defining moment in my creative career.
Testimonials & Mentions
As a small creator, I’ve been fortunate to receive some recognition from actors and directors in Hollywood for my livestreams and videos. While I’m not one to seek the spotlight, it’s nice to have my work acknowledged by such talented individuals. It reminds me that even small voices can make an impact, and it encourages me to keep creating and sharing my passion with others.
In 2022, on an episode of This Is Important, Blake Anderson and Kyle Newacheck referred to me as the “guy from Florida” and mentioned the work I had done with my production company, Upside Down Creative Media.
This Is Important won “Best Comedy Podcast of the Year” at the 2024 iHeart Podcast Awards.
In 2018, on an episode of The Wonk Podcast, Kyle Newacheck and Thomas Kellogg had us on as special guests to talk about the work we’ve done with Upside Down Creative Media.