Green’s Dictionary of Slang

surfing the Internet in search of one’s own name.

1997		Statesman Jrnl (Salem, OR) 14 Dec. D1/1: Ego Surfing: Scanning the Net, databases, print media, and so on, looking for references to one’s own name.
2000		N.Y. Times 27 June n.p.: Not surprisingly, phrases generated by the computer age tend to be more sardonic and pejorative. ‘Blamestorming’ refers to group discussions devoted to the assignment of blame; the acronym ‘kiss’ means ‘keep it simple stupid’; and ‘ego-surfing’ alludes to Internet searches for one’s own name.