Google Alerts is a handy, functional tool that enables users to follow specific keywords, topics, or brands in the online realm. By setting up these alerts, users could receive email notifications every time new content that matches those criteria shows up on the web. This can be useful to follow brand mentions, track competitors, understand industry trends, or stay up to date on a personal topic of interest. It is user-friendly and allows customising how often alerts are sent and from what source. Marketers, journalists and researchers use Google Alerts widely to keep themselves in the loop without having to dig for information constantly.