A nail trend that’s huge with clients, salons and on TikTok – but isn’t really being reflected in search?
Builder gel, BIAB, builder in a bottle…whatever you call it, it’s a huge deal. But yet again, a ton of low to medium search terms with intent behind them and pretty decent search volumes in the UK.
What is BIAB?
For the uninitiated, BIAB is a soak-off soft gel that’s used as an overlay on the natural nail. It’s stronger and thicker than nail polish or gel polish so tends to stop your nails from snapping off. This means your natural nails grow longer underneath. It’s also gentler than traditional acrylic, but can be used to extend the nails too.
It’s had some bad press recently, but honestly, searches are still going strong (including specific brand names), so if you’re a BIAB brand, professional nail product supplier, salon or nail tech you might want to create some content based on the search terms below.
Keywords, search trends and search intent for BIAB
There are a few longtail keywords that people are searching for, and keywords with clear search intent. People searching online for BIAB terms are looking to:
💅Find out what BIAB nails are
💅Purchase polish, sets and kits
💅Get instructional and how to content
💅Book nail appointments
Here are the keywords you can use if you’re writing about BIAB:
There’s also probably a good opportunity to look at gaining backlinks and polishing (see what I did there?) up your digital PR strategy to enhance reputation and authority.
Plus if you’re a salon, or location-based business, then make sure your Google Business profile is set up and your address is clear on your social channels.
Final tip: Sets, clear BIAB, nudes, colours and designs all seem popular when it comes to search variations. Whenever I’m researching nail terms, nude is almost always the top colour people are searching for.
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