Paraphrasing

Examples

Original text
If you own any other books on search engine optimization, throw them out. They belong to the mass of misinformation that has been swimming around for years, keeping people from making their websites truly appealing to search engines. And no surprise, Google loves it.
Text taken from p. 1 in: Bailyn, E. & Bailyn, B. (2011). Outsmarting Google: SEO secrets to winning new business. Indianapolis: Que Publishing.

Incorrect paraphrasing
The text contains only minor changes compared to the original text where the underlined text is identical to the original source.

In SEO there is a lot of misleading information that has been around for years, keeping people from making their websites really attractive to search engines (Bailey & Bailey 2011).
Text taken from p. 1 in: Bailyn, E. & Bailyn, B. 2011. Outsmarting Google: SEO secrets to winning new business. Indianapolis: Que Publishing.

Correct paraphrasing
The rewritten text is not too close to the original, it has its own "voice".

When one begins studying SEO, one will find many sources of information, some new and some old, but common to virtually all of these is that they are at best misleading, if not completely incorrect. Following their advice will not get your website to rank well in search engine results (Bailey & Bailey 2011)
Text taken from p. 1 in: Bailyn, E. & Bailyn, B. (2011). Outsmarting Google: SEO secrets to winning new business. Indianapolis: Que Publishing.

The two above examples have a correct reference in both the current text and the reference list.