1. A method, performed by computing functionality, for generating at least one synonym for an entity reference string r e , providing that said at least one synonym can be found, comprising: providing the entity reference string r e ; providing a set of candidate strings S e , comprising at least one candidate string s e ; generating, using query log data, similarity score information for respective pairs of s e and r e using at least two similarity analysis modules; and determining, using the similarity score information, whether each s e is a valid synonym of r e , where a valid synonym satisfies a core set of synonym-related properties jointly provided by said at least two similarity analysis modules.