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© 2025 Diary of The Search Queen
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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.
28 Episodes
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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...
🎙️ 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, ...
Episode 7: The hard truth about business growth What happens when your world is falling apart behind the scenes, but the business must go on? In this powerful episode of Diary of the Search Queen, I sit down with one of my dearest friends, Tracy Fryer, founder of Design Studio Perth and host of The Real Biz Life Chronicles. Tracy opens up about navigating divorce, grief, burnout, and betrayal while scaling her business to its biggest year yet. This one is raw, real, and a reminder that res...
Episode 25: She Stopped Discounting and Doubled Her Bookings: How Ceri Scaled Coastal Blondes with Google Ads & SEO What happens when you stop relying on discounts and Facebook ads and start showing up on Google where your dream clients are already searching? In this episode of Diary of the Search Queen, I sit down with salon owner Ceri Connors from Coastal Blondes to unpack how she transformed her business from chasing short-term bookings to building a powerhouse brand that’s now fully...
From Burnout to Booked Out, How Iris Rebuilt Her Salon & Stopped Doing It All What happens when your socials are hacked, your ads flop, and your salon feels like it’s stuck on survival mode? In this episode of Diary of the Search Queen, I sit down with salon owner and coach Iris Van Ikkelberg to unpack how she went from overwhelmed and reactive… to leading a self-sustaining, fully booked salon with 11 stylists and a brand-new premises on the way. This conversation is a masterclass in t...
Running three businesses, raising two kids, and leading a community of 700+ members? It sounds like a lot, because it is. But today’s guest, Pumen from Champions Gym, shows us exactly what resilience, leadership, and heart really look like. From fighting in the ring as a teen to building one of WA’s most respected combat sports communities, Pumen’s journey is about way more than Muay Thai. It’s about purpose, discipline, identity, and staying the course when things get hard. Whether you’re ...
Ever wondered if Google Ads or SEO is better for your salon? In this solo episode, I’m diving deep into the question I get asked the most, “Which one should I do first?” Here’s the truth: choosing the wrong strategy (at the wrong time) can waste your money and your momentum. But when you get it right? It’s the difference between empty chairs and a waitlist. Whether you’re a brand new salon or a seasoned business owner planning your next expansion, this episode breaks down exactly how to us...
If you’ve ever had one week of fully booked appointments followed by a week of crickets — this episode is for you. I’m diving deep into the science of keeping your salon chairs full all year round. In this episode, I share why relying on social media and word of mouth alone keeps you stuck in the feast-or-famine cycle, and the proven systems I use to help salon owners build predictable lead flow, consistent bookings, and a client base that truly values their expertise. From understanding Go...
Discover the three brutal mistakes salon owners make with Google Ads and why they’re losing money. Many rely on organic social media or Meta ads, but Google Ads work on intent, bringing warmer, high-quality leads ready to book. This episode covers the importance of niche targeting, tracking conversions, and avoiding broad, wasted spending. Learn how to attract your dream clients, increase bookings, and grow your salon with smart Google Ads strategies. Are you ready to take control of your vi...
What happens when you build the empire of your dreams… only to realise you’ve lost yourself in the process? In this episode of Diary of the Search Queen, I sit down with powerhouse strategist Lezly Kaye. Lezly went from scaling a $60M business partnership that imploded, to building her own $20M company, to walking away from it all after realising success without alignment isn’t success at all. Lezly’s story is raw, brave, and filled with wisdom about ego, burnout, resilience, and what it real...
What if the bravest business decision you could make… was to say no? In this episode of Diary of the Search Queen, I share the raw truth about one of the scariest (and most freeing) parts of running a business: firing clients who aren’t aligned. I take you behind the scenes of some of the hardest calls I’ve ever had to make, letting go of clients who didn’t share my values of trust, respect, loyalty, and integrity. Clients who micromanaged, distrusted, or drained the very energy I built my bu...
What if the thing you thought you’d do forever… turned out not to be your destiny? In this episode of Diary of the Search Queen, I sit down with my dear friend and powerhouse coach Alicia Bode, a woman who walked away from the identity she thought she’d carry for life as a salon owner, and stepped into her calling as a mentor, leader, and guide for women creating freedom and impact. Alicia shares her journey from running salons for 15 years to building her coaching business, and the pivotal m...
What happens when you say yes to everything, and then realise the cost was higher than you imagined? In this reflective episode of Diary of the Search Queen, I look back on the last six months, a season filled with massive wins, sacred lessons, and a pace that nearly swallowed me whole. From launching my book and podcast, to being named a 40 Under 40 award winner, to raising two little girls alongside it all. It looked unstoppable on the outside. But behind the scenes, it told a very differen...
What happens when your biggest wounds become your greatest work? In this powerful episode, I am joined by brand photographer and creative mentor Belle Verdiglione for a soul-stirring conversation about truth, trauma, and building a business that feels like home. Belle shares her personal story of birth trauma, resilience, navigating fear in foreign lands, and the moment she reclaimed her voice, not just for herself, but for her daughter. This isn’t about the highlight reel. It’s about the pow...
There’s a lot of noise out there about SEO being “dead” but that’s not the full story.... In this episode of Diary of the Search Queen, I’m breaking down what’s actually happening inside Google, why your clients are turning to AI for answers, and how to future-proof your brand for this new era of search. Because here’s the truth: Google isn’t going anywhereBut the way we use it has changedAnd if your business isn’t showing up in AI-generated answers, you’re already invisible to the people sea...
In this deeply spiritual and heart-led episode, Sonja sits down with Aisha from Waters of Eden, a medicine woman, energy worker, and spiritual guide who has quietly played a pivotal role in Sonja’s personal and fertility healing journey. Together they explore: The untold story of Aisha’s path from corporate life to soul-led healingWhy trauma lives in the nervous system, and how to gently release itThe sacredness of integration (and why it’s the missing piece in most healing spaces)How motherh...
What if your dream launch didn’t just go to plan… What if it cracked you wide open in the most expansive way? In this episode of Diary of the Search Queen, I take you behind the scenes of one of the most powerful seasons of my life, launching my book, The Search for Resilience. This was so much more than strategy. It was surrender. It was vision. And it was a full-body YES to building something that would last longer than any viral moment. Inside this episode, I walk you thr...
In this deeply moving episode of Diary of the Search Queen, I'm joined by my beautiful friend and fellow fertility warrior, Jacqui Maloney. Jacqui is a speaker, storytelling coach and communications expert who helps people access the power of their voice and share their message with clarity and confidence. But today’s episode goes far beyond public speaking, it's about resilience, grief, healing, and the strength that comes from owning your truth. Jacqui vulnerably shares her jour...
When I started writing The Search for Resilience, I had no idea how far it would go. I didn’t have a book deal. I wasn’t signed by a major publisher. And I certainly didn’t expect to walk into a bookstore and see my book beside Mel Robbins. But here we are. In this deeply personal episode of Diary of the Search Queen, I’m sharing the full behind-the-scenes story of how my book landed in major bookstores across Australia – and why that’s far more rare than you think. This episode is for every ...
Running a business while trying to conceive is one of the hardest things I’ve ever done – and I know I’m not alone. In this episode of Diary Of The Search Queen, Ellie Swift joins me to talk about the messy, beautiful, brutal truth of building a business during fertility treatments. Because when you’re running a 7-figure business with a full roster of clients, you don’t get to hit pause. You keep holding space for others – even when you’re at rock bottom emotionally. But this is exactly why E...
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