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

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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

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Share it on your stories and tag @sonjathesearchqueen
. Let us know what inspired you!

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

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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.