Formerly a media darling, but now mostly overlooked, San Francisco-based Technorati has plugged on nonetheless. The blog search engine has raised $7.5 million of a fresh $10 million round, according to documents unearthed by peHUB.

Technorati has spent a couple years casting about for a business model, but appears to finally be finding its way, with the help of raw data. As we recently reported, Truviso used the company to show off a tag cloud technology that makes use of Technorati’s obsession with bloggers.

However, it seems unlikely that the valuation for this company has gone up much since its last funding, which was a larger round of $11.52 million. It’s still a long way from making money, and traffic is either even or gradually declining, according to Compete. The company hasn’t yet responded to a request for comment.

Technorati also hasn’t brought in any new backers. Joining the round were previous investors Draper Fisher Jurvetson, Mobius Venture Capital, and FG Incubation, which helps run its Japanese subsidiary. Technorati has raised around $30 million to date.

Update: We’ve gotten hold of the same filing document, and it shows that Technorati’s founder, as well as several members of its management team and board also personally joined the round: David Sifry, Richard Jalichandra, Sanford Robertson, Joi Ito, Peter Hirshberg, Ryan McIntyre and Andreas Stavropoulos (also a managing director at DFJ). So perhaps they have a little more confidence in Technorati than I would have imagined.