Diary of The Search Queen

Sonja Pototzki-Raymond
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If you’re a salon owner ready to ditch the overwhelm and finally fill those empty chairs, this podcast is for you. Hosted by Google Ads and SEO expert Sonja Pototzki-Raymond, Diary of The Search Queen gives you real talk, proven marketing strategies, and raw behind-the-scenes stories to help you get found, trusted, and fully booked without burning out.

  1. 3D AGO

    Episode 34: How Glamour Empire 2.5x’d Their Revenue in 3 Months

    In this week’s episode, I’m joined by the inspiring Lisa from Glamour Empire in Tamworth, NSW, an incredible salon owner who, alongside her business partner Renee, has 2.5x’d her salon revenue in just three months. Yep, you read that right. And it’s not just the numbers that have changed, it’s the entire business. Lisa shares exactly what life looked like before working with us, why she finally said yes to Google (after years of sticking with social media), and the incredible ripple effect it’s had on her business, team, and personal life. If you’re a salon owner still relying solely on social, this episode will open your eyes to what’s possible when you stop guessing and start scaling strategically. We Talk About: What it was really like before signing up with The Search Republic Why gaps in the books are more expensive than you think How her team morale shifted once the pressure to “market” was lifted The unexpected joy of watching junior stylists fill their books faster How Google now brings in ideal, high-ticket clients ready to buy Why social media alone wasn’t cutting it, and what finally did How increased revenue = more time, more freedom, and better family balance Lisa’s vision for expansion About Glamour Empire Located in Tamworth, Glamour Empire is a full-service hair and beauty salon specialising in weddings, blondes, lashes, and luxe experiences. Lisa and Renee lead a team of 10 passionate professionals committed to making every client feel seen, celebrated, and stunning. Their salon is a local institution with a reputation for both talent and heart. Links Mentioned: Follow Glamour Empire: @glamour_empire Want to 2.5x your revenue like Lisa? Book a free Google strategy call: https://thesearchrepublic.com.au/contact-us/ Grab the free SEO & Google Ads checklist: [Insert link] Follow Sonja: @sonjathesearchqueen Loved this episode? Share it with a salon owner who needs to hear it. And tag @sonjathesearchqueen  and @glamourempire_tamworth  with your biggest takeaway!

    25 min

  2. JAN 28

    Episode 33: Doubling Revenue in 2 Months, Gemma Urbank’s Salon Success Story

    In this inspiring episode, I sit down with the powerhouse behind Coast Hair Henley, Gemma Urbank, who proves what’s possible when courage meets strategy. When we first met, Gemma had her back against the wall. Revenue was tight, her apprentices were standing around with gaps in the books, and she'd been burned by past marketing agencies. Fast forward just two months, and Gemma has not only doubled her salon revenue but created space in her calendar and headspace to breathe, lead, and dream bigger than ever. This isn’t just a marketing story, it’s a resilience story. A reminder that you’re just one decision away from a very different business. We Talk About: Why Gemma said “yes” when she had every reason to say “no” How her salon went from gaps and stress to fully booked (including the juniors!) The mindset shift that helped her trust again after being burned by agencies What her team needed to finally shine, and how systems played a role The personal ripple effect: how letting go created space to grow 3 businesses Why salon owners need to stop calling marketing a “cost” and start seeing it as a team member What she’d tell any salon owner still sitting on the fence About Gemma Urbank Gemma is the owner of Coast Hair Henley, a coastal salon in Adelaide specialising in blondes, extensions, and head spa experiences. She’s a fierce leader, visionary entrepreneur, and mum of three with a heart of gold—and a story that proves anything is possible when you choose yourself. Links Mentioned: Follow Coast Hair Henley: @coasthairhenley Want the Google Ads & SEO checklist? Grab it here Book a free strategy call: https://thesearchrepublic.com.au/contact-us/ Follow Sonia: @sonjathesearchqueen Loved this episode? Tag @sonjathesearchqueen  and @coasthairhenley  with your biggest insight. Don’t forget to subscribe, and share this with a salon owner who needs to hear what’s possible.

    29 min

  3. JAN 21

    Episode 32: From Gaps to Growth, How Rosemary Chalmers Doubled Her Salon in 18 Months

    In today’s episode, I’m joined by one of my all-time favourite clients, the incredible Rosemary Chalmers, owner of D'or Hairstylists in New Zealand. When Rosemary and I first met, her salon had inconsistent bookings and under-utilised stylists. Fast forward 18 months: not only is her team fully booked, but she’s doubled her team, doubled her revenue, and finally taken her first holiday in six years. This is what’s possible when your marketing strategy meets systems that actually work. Whether you’re feeling stuck in your bookings, struggling to find good staff, or questioning if Google Ads are worth it, this episode will change your mind (and your business). We Talk About: How Rosemary went from inconsistent bookings to being fully booked (with a waitlist) Why hiring us was the turning point after a bad agency experience How she doubled her team from 6 to 12 and still has no gaps in the calendar The internal systems that support her salon’s seamless client journey What she does to retain 85% of clients and consistently grow homecare sales Her top advice for salon owners on the fence about investing in Google visibility Why she’s now planning to expand into a bigger space (at age 55!) About Rosemary: Rosemary is the founder and owner of D'or Hairstylists in Arrowtown, NZ. Her salon offers a luxury experience in a welcoming, multicultural space. With an incredible team culture, a passion for growth, and a heart for community, Rosemary proves that it’s never too late to scale and evolve in business. Links Mentioned: Book a strategy session with Sonja: https://thesearchrepublic.com.au/contact-us/ Follow D'or Hairstylists: dor_hair Get the Google Ads + SEO checklist: sonjathesearchqueen.com/google-ads-and-seo-checklist Follow Sonia on Instagram: @sonjathesearchqueen Loved this episode? Share it on your stories and tag @sonjathesearchqueen . Let us know what inspired you!

    25 min

  4. JAN 14

    Episode 31: The Most Powerful Free Google Tool You’re Ignoring (And It’s Costing You Bookings!)

    Still think your Google Business Profile is “just another listing”? In this episode of Diary of the Search Queen, I’m breaking down the most powerful free visibility tool in the entire salon industry,  the one that decides whether dream clients choose you or your competitor down the road. The truth? Your Google Business Profile is the #1 driver of local bookings, and most salons are neglecting it. After helping salons generate millions in client appointments, I can tell you this with absolute certainty: 70% of local bookings start on Google Business Profiles. In this episode, I share: Why Google Business Profiles outrank every other platform for local bookings The “veggie patch” analogy that explains exactly how Google decides who gets seen first Why 92% of search traffic coming from Google should change how you market your salon The truth about responding to bad reviews (and how to protect your reputation) How one salon doubled bookings in 60 days with simple GBP optimisations Why your photos, reviews, and updates directly impact client trust and conversions Whether you’ve ignored your GBP, updated it randomly, or relied on social media alone, this episode is your wake-up call. When you understand how clients actually choose a salon, you’ll never underestimate your Google Business Profile again. Want more? Book your free Salon Scaling Demo:   https://offer.sonjathesearchqueen.com/salon-scaling-system Follow me on Instagram: @sonjathesearchqueen Learn more: sonjathesearchqueen.com Loved this episode? Tag me @sonjathesearchqueen with your favourite insight or takeaway. Because visibility isn’t luck,  it’s a strategy to build the salon (and lifestyle) you actually want.

    8 min

  5. JAN 7

    Episode 30: Google Ads 101 – Why It’s NOT “Too Expensive” for Your Salon

    Still think Google Ads is too expensive for your salon? In this episode of Diary of the Search Queen, I’m busting the biggest myth that’s keeping salon owners broke, burnt out, and believing that visibility is something only the big brands can afford. The truth? Google Ads isn’t an expense, it’s a profit generator when done right. In this episode, I share: Why most salon owners waste money on ads (and how to avoid it) The real reason your last campaign flopped (hint: it wasn’t the platform) How one salon owner went from 5 to 11 stylists (and signed a new 190sqm lease!) Why having your friend or cousin run your Google Ads is costing you $$$ The difference between low intent clicks vs high intent traffic Why we focus on 3–5 high-ROI services first—and build from there Whether you’re running your own ads, outsourcing to someone who isn’t delivering, or avoiding Google completely—this episode is your wake-up call. When you know where your marketing dollars go, you’ll never say “Google Ads doesn’t work” again. Want more? Book a free strategy session: [Link in show notes] Download the Google Ads + SEO checklist: Get it here Follow me on Instagram: @sonjathesearchqueen Learn more: sonjathesearchqueen.com Loved this episode? Tag me @sonjathesearchqueen  with your favourite insight or takeaway. Because marketing isn’t a cost, it’s a tool to build the salon (and lifestyle) you actually want

    8 min

  6. 12/10/2025

    Episode 29: What Actually Gets You Found on Google (Hint: It’s Not Luck)

    What Actually Gets You Found on Google (And Why Most Salons Miss It) Think your salon will magically show up on Google just because you have a website? Think again. In this episode of Diary of the Search Queen, I break down the 3 most overlooked ways to get found on Google—and why most salons are leaving visibility (and money) on the table by skipping these steps. If you’ve ever wondered why your competitors are ranking while you’re still invisible, this one’s for you. In this episode, I share: The power of your Google Business Profile—and why most salons are using it wrong What relevance, distance, and prominence actually mean for local rankings How to link your Google Ads to your Business Profile for double visibility The difference between Google Ads (rent) vs SEO (mortgage) Why we refuse to run Google Ads on unoptimised websites—and what we fix first The “Ferrari website” analogy you’ll never forget (and why your engine matters) Plus, I share real-world cost comparisons between Meta and Google Ads—so you can stop wasting money and start showing up where your dream clients are already searching. Want more? Book a free Google strategy session: [Link in show notes] Download the Google Ads + SEO checklist: Download here Follow me on Instagram: @sonjathesearchqueen Learn more: sonjathesearchqueen.com Loved this episode? Tag me @sonjathesearchqueen  and share what landed. And don’t forget to hit subscribe and leave a 5-star review if this helped shift your strategy. Because visibility isn’t luck—it’s a system you can build. 🔍✨

    10 min

  7. 12/03/2025

    Episode 28: Sick Of Relying On IG For Your Leads?

    Tired of dancing on Reels, posting every day, and still staring at empty salon chairs? In this episode of Diary of the Search Queen, I’m breaking down the real reason so many salon owners are stuck in the scroll-and-hope cycle—and why relying solely on social media is burning you out without booking you out. If you’ve ever wondered whether to keep investing your time into Instagram or shift your strategy to Google, this is the episode you’ve been waiting for. In this episode, I share: Why social media is interruption-based (and what that means for your marketing) The difference between “scroll mode” and “search mode” – and why Google wins Why your ideal clients are already looking for you (but can’t find you) The 3 types of Google Ads that actually convert The role SEO plays in building long-term, sustainable visibility Real client examples of how we turned bookings around (without discounting) Why having juniors post on social media isn't a strategy—filling their books is Whether you’re: ✓ posting every day with nothing to show for it ✓ stuck discounting to fill chairs ✓ ready to grow but burnt out from DIY marketing... This episode will help you step into a smarter, simpler strategy that works. Want more? Book a free strategy session: [Link in show notes] Download the Google Ads + SEO checklist: Get it here Follow me on Instagram: @sonjathesearchqueen Learn more: sonjathesearchqueen.com Loved this episode? Tag me on Instagram @sonjathesearchqueen  and share your biggest takeaway.

    11 min

  8. 11/26/2025

    Episode 27: The UNFILTERED Truth About Purpose, Healing & Becoming Magnetic as a Leader

    🎙️ Episode 27: The UNFILTERED Truth About Purpose, Healing & Becoming Magnetic as a Leader What if your anxiety, your fear, and even your burnout weren’t signs to stop—but signs to come home to yourself? In this raw and expansive episode, I sit down with purpose-led business coach Emma Campbell, and we go deep. Emma shares her personal journey from high-achieving corporate burnout to a soulful business coach who now helps leaders step into their truth, build purpose-fuelled businesses, and lead teams that actually feel good to run. This is one of those conversations that will sit in your heart long after it ends. It’s for the women who feel like they’re doing it all, but still feel like something’s missing. We Talk About: Anxiety, burnout, and the body’s warning signs Emma’s breaking point (and the power of following the “breadcrumbs”) The science + soul connection that opened her spiritual awakening Healing modalities like meditation, neurofeedback and energy work Why most women struggle to own their truth and speak it out loud The real reason we people-please (and how to stop) Releasing the “shoulds” and leading with intuition How she juggles motherhood, leadership, and staying connected to her mission About Emma: Emma Campbell is a purpose-led business coach with 15+ years in psychology, leadership and culture. She helps visionary founders scale with alignment by moving from operator to CEO—and building a self-led team that reflects their vision. She brings a deep mix of strategy, spirituality, and soul into everything she does. Connect with Emma: Instagram: @_emma.campbell Website: emmaccampbell.com Want more? Follow Sonja on Instagram: @sonjathesearchqueen Explore Google Ads & SEO support: sonjathesearchqueen.com Loved this episode? Tag us @sonjathesearchqueen  and @_emma.campbell  with your biggest takeaway. And remember—your truth isn’t too much. It’s your power. 💛

    38 min
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About

If you’re a salon owner ready to ditch the overwhelm and finally fill those empty chairs, this podcast is for you. Hosted by Google Ads and SEO expert Sonja Pototzki-Raymond, Diary of The Search Queen gives you real talk, proven marketing strategies, and raw behind-the-scenes stories to help you get found, trusted, and fully booked without burning out.

Information

  • Creator
    Sonja Pototzki-Raymond
  • Years Active
    2025 - 2026
  • Episodes
    34
  • Rating
    Explicit
  • Copyright
    © 2026 Diary of The Search Queen
  • Show Website
    Diary of The Search Queen