“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 — sometimes you just need something very simple.”

Jobs-to-be-done keywords beat brand keywords — target "invoice" not "Excel"

Microsoft builds its ASO strategy around what users are actually trying to accomplish: resume creation, note taking, invoice creation, budgeting. Users searching a task keyword — not a brand — are high-intent acquirers. Mapping your app to specific jobs-to-be-done in your keyword bank surfaces it to users who wouldn't search your brand name.