When I blog, I am creating fresh content.
Search engines and spiders look for what's new.
Case in point: here's a trackback from a post I did citing a news release for client, Alsbridge. As you can see, China Law Blog posted an observation about the news release we issued based on my blog post.
In this case, they missed a key point that was in the news release, so I had a chance to extend the conversation by posting a comment on their blog.
All this to say is that an unexpected benefit of my blogging about our clients helps them more in 'being found."