I use Google Alerts on a daily basis to to track websites that could provide links to my websites, and to watch the presence and SEO techniques of my  (and my clients’) competition.

What is Google Alerts? Straight from the Alerts homepage:

Google Alerts are email updates of the latest relevant Google results (web, news , etc.) based on your choice of query or topic.

Here is how Google Alerts can be useful in your online marketing efforts:

1. Keeping an eye on the competition: if you are a plumber in San Diego, you will want to watch the keyword ‘plumber san diego’ and similar variations to watch everything Google is gathering related to San Diego plumbers. Use that information to your benefit by using and improving on some of the tactics that you will find that your competition is using.
2. Creating links: Google Alerts reports links across the web that are pointing to your competition. If they are already linking to someone in your niche/industry, why not link to you, too? Visit the sites Google Alerts sends your way and find out what you need to do to get a link from them. I have found several online business directories and other valuable websites that can send valuable traffic to my website.
3. Watching where/when Google is finding you: You can watch where Google is finding your name, business name, and website through Google Alerts, and you can set Google Alerts to send you this information on a “As-it-happens” basis, so you will know when Google found the keywords you are watching.

Here is a list of some Google Alerts’ uses from Google:

Some handy uses of Google Alerts include:

• monitoring a developing news story
• keeping current on a competitor or industry
• getting the latest on a celebrity or event
• keeping tabs on your favorite sports teams