SIXGUN to boost Ronald McDonald House Australia SEO

Ronald McDonald House Australia has appointed SIXGUN to lead its SEO strategy, with a brief focused on improving the charity's visibility in organic search.

The agency will target non-branded search terms linked to Ronald McDonald House Australia's programs and engagement opportunities, while accounting for the organisation's local chapters and broader structure. Content development will be a major part of the campaign, alongside work to improve search rankings.

SIXGUN will also apply AI SEO to the account as Ronald McDonald House Australia reviews how its content and digital presence appear across AI-driven search and discovery platforms. This is expected to become a larger part of the engagement.

The appointment adds Ronald McDonald House Australia to a SIXGUN client list that includes Sea Shepherd Australia, Minus18, Yarra Valley Water and Peter MacCallum Cancer Centre. It continues the agency's work with not-for-profit and public interest organisations.

According to the brief, Ronald McDonald House Australia already attracts substantial branded organic traffic. SIXGUN's task is to broaden reach beyond people already searching for the organisation directly, focusing on terms tied to its services, programs and ways people can support its work.

That reflects a common challenge for charities and membership-based organisations with strong recognition among existing supporters but less visibility in broader informational searches. By targeting non-branded terms, they aim to reach people seeking support, looking to donate, or exploring volunteering and partnership opportunities before they know which provider or charity to approach.

Search focus

The campaign is also likely to rely heavily on content explaining Ronald McDonald House Australia's programs and national footprint. In these cases, search strategies often involve tailoring material so it can be found by users looking for help, accommodation near children's hospitals, family support services and related terms, while also reflecting local service models and regional chapters.

For Ronald McDonald House Australia, the digital challenge is shaped by its federated structure. National brand awareness does not always translate into search visibility across every local service or program area, particularly when users search by location or need rather than brand name.

Founded in 2017, SIXGUN is an Australian SEO and digital marketing agency. In addition to search engine optimisation, it offers AI search services, content, social strategy and paid campaigns across Google, Meta and LinkedIn.

The agency's comments on AI-led discovery point to a broader shift in digital marketing as organisations assess how their websites and published material are represented in generative search tools and other machine-led interfaces. This is becoming a growing area of work for agencies as brands seek to understand whether users can still find core information when search behaviour moves beyond a standard list of web links.

David Pagotto, Founder and Managing Director, SIXGUN, said the new account aligns with the agency's broader client approach. "One of SIXGUN's core values is real social impact, and Ronald McDonald House Australia is the perfect expression of that. The team and I couldn't be more excited to work with an organisation who has a long and established legacy of helping families stay connected when it matters most," Pagotto said.

Ronald McDonald House Australia said the work is intended to expand awareness and improve discovery of its services online. The organisation supports families with ill or injured children by helping them stay close to the care their child needs.

Krystal Ammann, National Brand & Marketing Manager, Ronald McDonald House Australia, said the focus is on helping more people find the organisation and understand its work. "We're excited to be working with SIXGUN to strengthen Ronald McDonald House Australia's online presence and help more people discover the support we provide to families across Australia. By increasing awareness of our Programs and making it easier for families, donors, volunteers and partners to connect with our work, we can grow support for our mission and help more families stay together and close to the healthcare their child needs."