Nicholas Carr introduces what he calls article on how and why Ted Leonsis, Vice Chairman of AOL, started blogging. Blogs can be used as a resume or an information portal about one and so better to do it yourself than anyone else. Ted wanted to claim his name when someone googled him, although he might not admit it on his blog. Blogs usually get ranked higher because they are updated (and indexed) more frequently and because they get linked to or share links because of conversations. But using blogs to set the records straight is an innovative approach. The problem with blogs though is that job can never be done, they will have to be kept updated to be at the top. If done properly you can really top the search results. Probably this can be added to one of the reasons why professionals should blog!
Update: If this post got you thinking negative about blogging, this followup by Ted should help.