In (Theoretical) Computer Science it is sometimes helpful to be able to say "
Any instance of an A-type Problem can be transformed into an instance of a B-type Problem by applying this polynomial-time procedure".
Say you have a problem that you know reasonably well (A-type) and another one that you're studying (B-type), intuitively, you'd say "If I transform B to A and I know the solution to A, then I solved B" but what you actually need to do is to transform A to B, this is called "reducing A to B", for some reason, and then you can say things like "B is at least as complex as A" and "I can solve some instances of B the way I solve the general case of A".
This doesn't really apply here since neither the "hard problems" TFA mentions nor "document ranking" are canonical problems that you would typically use in these proofs, but since he's borrowing the term from this part of CS I wanted to make that remark on its proper use. Hence why I wrote "minor nitpick".
The reduce operation that you mentioned doesn't make sense within the context of the article.
