As more and more information about Internet users is being made available to different service providers on the Web, there emerges a new challenge of managing information concerning people’s online presence. This paper presents the results of the research on virtual identities of Web users, which are modelled as digital representations of the users’ information needs. In this work we introduce a set of algorithms for building and evolving virtual identities of Web users. We also describe experiments for analysing effectiveness of the algorithms and providing an insight into the process of identity evolution.