Google Adwords? 13:34 Nov 8, 2010
It's not entirely clear, but by "having their site referenced" against some keywords, I wonder if they mean that they put bids against those keywords in Google Adsense? That's really the only way that you can deliberately get a site listed on Google.
P.S. Sorry -- just seen that you mention Adwords yourself. What actually happens on Google Adwords (I use it myself) is that you place a bid against a keyword. I think here they're trying to explain it in layman's terms, so I actually think you could translate literally in this case. | 
The translation workplace 
