“We have a jobs to be done approach like we know okay we think that these are the 10 things that we really want our apps to rank for… 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.”

JTBD Before ASO: Know Which Jobs You Want to Rank For Before Choosing Keywords

Microsoft's keyword strategy starts from jobs-to-be-done — what tasks users actually need to complete — not just search volume. The second filter is monetization intent: rank for keywords that attract users willing to pay, not just search. Pairing JTBD with keyword research closes the gap between traffic and revenue.