It is difficult to figure out what they may be doing as they could well be hiding their backlinks from ahrefs and majestic plus they may have redirects and plenty of other stuff not easy to figure out.
If it is your personal project, then forget about ten keywords, focus upon one to see how things work for you. Do some reading on this forum and ask specific questions along the way.
So you want to get started with $200? Get yourself a website, a hosting account, a PPD account, a good niche that is relatively easy to rank, a basic seo package and scale things up with time.
It really depends upon your competition, if they are building backlinks just like yourself, you may want to consider getting more links. But focus upon quality rather than quantity.
How many web2.0s and how many keywords are you targeting. More details would allow us to get a better idea on what may be going on. But its best to wait for several days before reaching any conclusions.
Wordpress are quicker to delete your accounts, I guess tumblr would be good. But again, nothing beats getting your own domain and hosting account for churn and burn.
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