“I make things easier to find on Google.”
SEO Manager Sarah Salameh’s path from digital marketing junior to SEO leader at Bonfire has involved blending structure with creativity.
Starting as a marketing assistant, Sarah moved to London and began her SEO journey at a media agency, where a supportive manager taught her the basics. She sought a more specialised role when she returned to Perth and joined Bonfire as a Junior Digital Marketing Specialist.
From there, she progressed in the team, eventually becoming SEO Manager. “My manager at the time, Matt, said, ‘Listen, I think you’d be great for the role. We’ll support you through this. Would you like the opportunity?’ I was absolutely on board—I wouldn’t have said yes if I didn’t feel that support behind me.”
SEO is as much about flexibility as precision. “There are a few black-and-white rules you should take seriously, but the rest are guidelines,” she says, noting how this allows her to shape strategies for each client’s needs.
Staying informed through resources like Search Engine Land and Search Engine Roundtable for SEO updates and The Verge and Wired for broader tech insights. “Having a variety of perspectives keeps strategies fresh and up-to-date,” she explains.
“It’s a return to the fun, uncomplicated internet of the late 90s and early 2000s,” Sarah says, explaining that lately, she has been drawn to simple, creative websites like One Minute Park, which cycles through park views worldwide.
As a member of Bonfire’s CULT committee, she collaborates with her colleagues to improve the workplace. “I believe in making the workplace better instead of just accepting things as they are,” she says. One favourite initiative the CULT introduced has been Casual Fridays, allowing everyone to show more personality, which she notes has boosted the office vibe each Friday.
Reflecting on her career, Sarah emphasises the impact of a supportive manager: “I feel like a lot of my success is owed to having managers who took the time to teach me and give me opportunities.”
For SEO newcomers, she encourages making the most of each opportunity: “Make your presence known, whether you contribute one idea or ten.” To her, visibility and active participation are essential for growth in digital marketing.
Outside work, Sarah unwinds by cooking—her go-to is katsu chicken. “Everyone deserves a good meal, even if it’s just for you.”
Pilates, running or walking helps her de-stress. “Moving my body completes the stress cycle and keeps me grounded.”
If she could have dinner with anyone, it would be Anthony Bourdain. “I think he would be an interesting dinner party guest, especially since he was a chef.”
Sarah’s journey showcases the value of balancing structure with creativity in SEO. Her advice for newcomers is simple yet powerful: find your own balance, make an impact, and remember—simplicity often wins.
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