The service is popular with academics for citation analysis and publication track records. Google Scholar’s data collection is messy: it trawls the internet and gathers citations from a range of websites and sources. It does not yet have the rigour of Elsevier’s Scopus database, for example. However, it is likely to outrank such proprietary services, due to Google’s accessibility and popularity.
My Google Scholar profile is here. For now, it is a highly selective collection — academic journal articles and conference papers, some postgraduate and undergraduate essays, and old Disinformation dossiers (see archives). I was surprised that some long-forgotten articles had been internationally cited. I have a more complete publications profile which gets updated as new academic research is published (PDF).