Danny Sullivan of Search Engine Land is helping Bill Gates to get his blog higher in Google than the fake Bill Gates blogs, which means paying a bit of attention to some "search engine optimisation" (SEO) techniques
Another obvious point is that a new blog will depend on incoming links, and Gates has access to some powerful sites including the Bill & Melinda Gates Foundation home page. These sites should have links pointing to his blog, and they don't.
http://www.gatesfoundation.org