Microsoft 365 · office apps suite
Rank for both your brand name and the tasks people will pay for
Aims to hold a top-3 spot in most categories; no results given
Unknownaso
What they did
ASO covers branded keywords (brand value) and unbranded keywords. User research and Gen Z trends feed keyword optimization. A jobs-to-be-done list defines ~10 things each app should rank for (e.g. resume, budget, invoice), weighted toward jobs people are willing to pay premium for, so acquired users convert. Goal: keep at least the top three spots in most categories, since startups can outrank Word on any keyword.
What happened
Guest describes the ASO as 'pretty good' and the aim as top three in most categories; no numbers.
- Stage
- scale
In their words
Sub Club by RevenueCat · Operating Like a Start-up inside the World’s Biggest Company — Ramit Arora, Microsoft“So when we do our ASO, for example, we have branded keywords, so that's part of our strategy. And then unbranded keywords.”
“We also get a lot of like Gen Z trend and those kind of things, and then we're able to take that and put it in our keyword optimization.”
“like what kind of customers do you want to acquire? The ones that will actually find value enough that they will want to pay for the premium subscription.”
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