Google Scholar Profile

Now that I have a university e-mail again I have established a Google Scholar Profile. I am not exactly sure exactly how it helps me. But, I figure it can not hurt me. If nothing else it allows me to better track the few citations made by other people to my published work. However, I am thinking it must have some other uses. I just do not know what they are. If anybody knows of any neat tricks I can do with it please let me know in the comments below.