I tried to chip in a little bit about Steem in my article because I figured something like this happens. For example, if you search for "hive", you won't find much information about us but if you search for "Steem hive" you'll find us. This means the logical progression will be to piggyback off Steem, for the short term.
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To be fair, "hive" is a generic dictionary term. The main hive keyword pair we should rank for is "hive blockchain".
It's interesting to compare how different the results for it are when comparing Google and DuckDuckGo. The former focuses almost entirely on a "listed company" where the latter says very soon in its first SERP that there's more than just the company.
I've never used duckduckgo. I also could do a Bing search as well.