Microsoft 365 · B2C · Word, Excel and PowerPoint apps
Pick App Store keywords for the jobs people do, like resumes or invoices
Unknownaso
What they did
Brand is covered by app titles (Microsoft Word, Excel). A smaller part of keyword work targets competitors, including small productivity apps that top the charts. The bigger part uses user research on what the apps are used for to target generic job keywords: resume creation, note taking, slide decks, budgeting and invoices for Excel (someone searching 'invoice' may just need a simple Excel template, not QuickBooks). Works with an ASO vendor; description must still read cleanly, not as stuffed keywords.
- Stage
- scale
In their words
Sub Club by RevenueCat · Optimizing your Keywords and Monetization ― Part 2 with Ramit Arora, Microsoft“So competitive is a smaller part, but actually, jobs to be done is a bigger part of the strategy.”
“We try to focus on jobs to be done like resume creation is a job to be done, note taking is a job to be done, slide creation of presentation decks. Excel has budgeting as a big one, invoice creation.”
“because somebody may be looking for invoice and may end up at Excel, because not everybody is like a business owner looking for a QuickBooks type of solution.”
Related topics
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