Why isn't Olaf Used in Top/JG in Solo Queue/LCS

Why isn't Olaf played more in higher elos and competitive play? He's got true damage, is incredibly hard to peel, great dueling potential, and is very hard to kill with his passive/lifesteal? He's also really good at split pushing. He can get kited early and does have a lack off CC but that can also be said for some other top laners/junglers right now (Rumble, Irelia). Feel free to correct me if I'm wrong, I'm far from a top main/Olaf expert.