There are many presentations on this topic from past Exchange conferences posted on PSDN. You might want to start there
Using indexes is certainly a big part of improving query performance. The issue though is mostly having the index defined and available in the database and then having a proper WHERE clause to take advantage of it. Do NOT be misled into thinking that USE-INDEX has anything to do with improving performance (it often hurts performance because people choose to use the wrong index).
Ultimately writing good queries is an iterative process that requires measurement of the results and feedback -- a tool like ProTop is very useful in that process.
If by "matching" you are referring to the MATCHES keyword that is generally a bad idea when used in a WHERE clause because it breaks bracketing and results in a table scan.
There are also lots of plain old "writing efficient code" tips in the afore-mentioned presentations.
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