In 2022, Asmodee transitioned from Netalogue to Shopify — a critical move requiring SEO oversight to preserve organic visibility. Post-migration, the challenge shifted to growth: how to position Asmodee as both a B2B brand and trusted source in the gaming space. With limited non-brand visibility, the focus turned to building authority through strategic content across blogs, product categories, and key product pages.

Protect organic performance during platform migration, increase non-brand organic traffic, improve blog visibility for informational terms, optimise commercial pages to capture product-driven intent, and position Asmodee as an authoritative source for gameplay guidance and product discovery.

Fusion Unlimited supported the replatforming with SEO planning, redirects, and launch QA. Post-migration, we delivered consistent monthly SEO activity across three pillars: blog content (e.g. "how to play", "best of" lists), product category creation and optimisation, and product page improvements. All activity was driven by search data, keyword opportunity, and Asmodee's product priorities.

+186% YoY growth in organic sessions and +155% growth in non-brand organic traffic. Significant YoY increases in blog, category, and product page traffic, and the blog became a major traffic contributor — confirming strong SERP performance.

A successful site migration is just the start — consistent, search-intent-led content wins long-term. By targeting high-volume non-brand keywords and balancing commercial with editorial relevance, Asmodee unlocked significant new traffic. Quality beats quantity: every blog, page, or update was designed to serve the user and rank well, proving SEO can scale when strategy meets execution.