amongusmerch.com

Gaming merch lives and dies by the release calendar. Traffic arrives in spikes, intent is high, and patience is zero. The storefront had to stay fast and correct through both the spikes and a platform migration that could have wiped out years of search equity.

Migrations break businesses when they are treated as a hosting task. This one was treated as an SEO and analytics project with a hosting component: a complete URL inventory, a one-to-one redirect matrix, canonical and sitemap regeneration, and a crawl diff before and after cutover to catch anything that silently 404'd.

Paid campaigns learn from conversion data. Losing tracking history during a move resets that learning and burns budget. Tag Manager containers, e-commerce event payloads and conversion actions were validated end to end on staging before the switch, so the algorithms never saw a gap.

Day-to-day operations meant keeping the catalogue honest — stock accuracy, variant integrity, and page weight under control as the assortment churned. Playbooks for launch windows covered cache warming, checkout monitoring and rapid rollback if a deploy misbehaved under load.