Google Alerts can be used to send an email to you whenever a search shows new results.  For instance, you can use it to keep track of your personal identity.  Go to www.google.com/alerts and serach for your own name, using the comprehensive search.  You will also need to choose the frequency (I chose weekly) and enter your email address.  You will be sent a confirmation email to approve the alert.  Now, any time the search results change, you will be sent an email so that you can check out when your name is being used.

Another great way to use Google Alerts is to keep track of your website ranking in Google Search.  In the search terms, enter your domain name (in our case, icscomputers.ca) and choose the comprehensive search.  I again, chose weekly notification, and entered my email address.  Whenever someone links to your site, or the search results for your domain name change in any way, you will be notified.