Everyone has done vanity searches for their own name, especially those whose name is connected with their business.  Google has just made it a bit easier to track new mentions of your name with the addition of a new “Stay in the loop” feature that they are adding to the search results.

When someone searches for their own name in Google, Google now adds a box to the bottom of the search results letting people know they can track new mentions.

Here is the mobile version:

And here is the desktop version:

When you click it, Google will send you to a Google Alerts page with your name already filled out with the option to create the alert.  It also shows a sample of content where Google has already found your name mentioned, to show users what the alerts will contain.

Google has long had Google Alerts where users could add keywords for Google to track and receive an alert when Google found new mentions of those keywords.  However, it was something that mostly marketers knew about, but not the general public.  So this is a variation where Google will show this when someone does a vanity search.