1. In a computing system having access to multiple content entities, each content entity including searchable content, a method for building a searchable content index for searching and retrieving content entities in an efficient manner that returns results of content entities expected to be found, the method comprising: identifying searchable data within each of a plurality of content entities; dividing text portions of the searchable data within each of the plurality of content entities into words and tokens, and storing each of the words and tokens in a table; removing from the table each duplicate word and token; and applying an alternative word set to the table after each duplicate word and token has been removed, wherein applying the alternative word set to the table includes adding to the table alternative words associated with one or more of the words or tokens in the table.