When I was first wondering whether I should start the blog, I would put the phrase "rheology blog" into Google, and I wouldn't see too many other active blogs. In fact, I still don't find the Rheo Thing unless I use the phrase "rheology blogs". I finally realized that, even though this is a rheology blog, I don't use the word "rheology" in every post. John has the same issue over at his blog. Even though it's a blog about polymer rheology, he doesn't use the word "rheology" in every post.
This is not an issue that's confined to niche blogs like ours. This Washington Post column by Gene Weingarten laments the loss of headline writers for online writing. Online headlines are tailored for search engines and written to attract readers. Online articles have bland headlines that just use people's names. Gene's best example compares the online headline "Conan O'Brien won't give up 'Tonight Show' time slot to make room for Jay Leno" to the newspaper headline "Better Never Than Late."