It's quite a conundrum, and on Twitter, I've seen users - myself included, at first - confused between Hive, and HIVE Blockchain. I don't know much about SEO, but I don't suppose it can discern between capital and small letters, can it? I guess until then, we'll just have to bring more SEO optimisations, and start linking Hive.Blog more aggressively, though paying mind not to be spammy.
Maybe in good time, once Hive becomes more mature and it attracts more oncoming traffic than HIVE, we could outrank them on Google. Though I imagine at that point, they would step up their legal battle. It'll be hard with them taking all the top of the Google Search results, but I believe! Would it be too late for us to rename ourselves XD ?