From your experience, when you start a link building with a keyword which have synonyms, did you fought with the competition only for the initial anchor text or also with his synonym? For example: pictures - pics united states - u.s weird - unusual I mean if you used a keyword as: "nice pics", did you fought only with the competition which used anchor text on "nice pics" or also with the ones which had a lot of backlinks with the anchor text "nice pictures" ?