When we find integrals of natural logarithms, integration by parts is the easiest way to find that integral.
The trick is which parts to use to find that integral. Using the ILATE aid that J.G. gave, logarithms are the second on the list, and since we don't have trigonometric or exponential functions, $dx$ must be algebraic (in fact, it's a constant - i.e. $\ln x = 1 \ln x$, so we can use $dv = 1 \ dx$ when we set up the IBP integral).
If we let $u = \ln x$ and $dv = 1 \ du$, then we have $du = \dfrac {1}{x}$ and $v = x$.
Putting those into the IBP formula $$\int u \ dv = u \cdot v - \int v \ du$$
gives us $$x \ln x - \int x \cdot \dfrac {1}{x} \ dx = x \ln x - \int \ dx = x \ln x - x + C$$
If we switched the problem around - that is, let $u = 1$ and $dv = \ln x$, we run into a roadblock - first, $du = 0$ and we still don't know will give us $dv = \ln x$. Thus, the first selection is the only way we could have gotten $\int \ln x \ dx$.
See also TargetVN's link for alternative ways of getting $\int \ln x \ dx$.