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You can set up these free alerts for keywords related to your competitors. These keywords can include company names, brands, senior manager names, and partner names. Every day, you receive a Google Alert in your email Inbox with summaries of news stories and blog posts that include those keywords. It’s a good starting point and completely free.

To set up a Google Alert, follow these simple steps:

1 Go to www.google.com/alerts.The Google Alerts page opens, as shown in Figure 2-9.

2 Enter the search terms for which you want alerts.Try to keep these to one word or a commonly used phrase.

3 From the Sources drop-down list, choose the sources of content you want Google to search.We generally choose Automatic so that we don’t miss news items.

4 From the How Often drop-down list, choose the frequency with which you want the alerts delivered to you.We find At Most Once a Day to be the best frequency.

5 Enter the email address where you want the alerts to be sent.Remember that you can edit these alert settings at any time.

6 Click the Create Alert button.

FIGURE 2-9: Google Alerts.