How do you establish your rates in the freelance world?

Ok,

You wonderful ladies have inspired and challenged me, so I have decided to take my writing to "professional" status, but I need some feedback.

I have signed up with many writing desks, Elance, Textbroker, Odesk and ask.com. But, I realize that I am not one who wants to write internet articles about random topics.  I do see the value in it,  I do want to get my name out there - but I know that writing in that way is not how I want to spend my time or make a living. 

I have decided to focus on building my blog, working on my own projects and creating a strong on-line presence. I want to get into the flow of writing for venues that accepts the type of writing that I do.  I also do write website content and general marketing info for individuals that have their own practices, small businesses and non-profits. 

My question is, how do I establish my rates?  I do not want to out-price myself, but I do not have the time to do a lot of work for too little pay.  I understand in the internet world, it is about quantity and building a profile - I get that.  But outside of that -  are there freelance fee standards out there that I am not aware of?  Fees re: writing a blog, writing an article on request, web content - those are the things I am talking about.

What's the real deal? Let me know your thoughts.

CJ