Anyone acting as an expert or Guru needs to get their name out there as they develop a reputation, it's effectively their brand.
If you are just selling stuff you probably want to stick to a company name, I would not necessarily display your name just to protect your privacy, it's too easy for a robot to find all references to your name and putting together a file on you.
Commonly people operating in multiple fields might write articles using different pen names, this is common on the article site ezinearticles.com
Be aware your real name is normally required in the domain registration of a web site, which is public information, ideally one would have a corporation/LLC to protect their personal name, paid proxies are commonly used to conceal the owner info of a home based or shady web site. This may be a negative search ranking factor, these proxies can end up possessing a site if the registration is let lapse for a time.
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I know lots of people who say that if you say anything at all that true about you than it is bad. Is that even true, or do people just say it to stir others up?
