Finextra is terribly search-engine friendly, so an interesting side effect of joining the full Finextra community is that you can find yourself quite high up in search results if you go looking for your own name.
For example, try Googling for Chris Skinner, Ralph Hazell or Paul Penrose.
If you want to get to that Google number one spot, you don't necessarily need to post blogs terribly often - but it helps if you keep your profile page up to date and at the very least post some comments on other people's postings.
This doesn't work quite as well if you have a horribly common, I mean horribly popular name like Roberts. This is partly why I called my record label Sofacom, rather than Roberts records....