{"id":172408,"date":"2024-02-26T09:43:34","date_gmt":"2024-02-26T14:43:34","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=172408"},"modified":"2024-07-05T08:15:29","modified_gmt":"2024-07-05T13:15:29","slug":"seo-mental-models","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/seo-mental-models\/","title":{"rendered":"SEOs, Are You Using These 6 Mental Models?"},"content":{"rendered":"\n<div class=\"intro-txt\">People use mental models to comprehend reality, solve problems, and make decisions in everyday life. SEO is not an exception here, yet it\u2019s not a topic you often hear about in this industry.<\/div>\n\n\n\n<p>The thing is, you need to be careful with mental models because they\u2019re sneaky. We tend to develop them during our lives, inherit them from our colleagues and mentors, and rely on them almost instinctively while not fully aware of their influence or the existence of better alternatives.<\/p>\n\n\n\n<p>So, let\u2019s talk about mental models you will find helpful in your SEO work and the ones you should approach with caution.<\/p>\n\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-172408-_j70xssiaw7w8\"><\/a>3 helpful mental models<\/h2>\n\n\n\n<p>In the noisy, uncertain world of SEO, these will be your north&nbsp;star.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"1. First principles thinking\" data-section=\"first-principles\">\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-172408-_6h93bdx9o9u6\"><\/a>1. First principles thinking<\/h3>\n\n\n\n<\/div><\/div>\n\n\n\n<p>First principles thinking is a problem-solving approach that involves breaking down complex problems into their most basic elements and reassembling them from the ground up.<\/p>\n\n\n\n<p>It\u2019s about asking oneself what is absolutely true about a situation and then reasoning up from there to create new solutions.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2000\" height=\"798\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/first-principles-thinking-.png\" alt=\"First principles thinking.\" class=\"wp-image-172409\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/first-principles-thinking-.png 2000w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/first-principles-thinking--680x271.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/first-principles-thinking--768x306.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/first-principles-thinking--1536x613.png 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\"><figcaption class=\"wp-element-caption\">Using first principles thinking to rearrange the same building blocks into a brand new&nbsp;shape.&nbsp;<\/figcaption><\/figure>\n\n\n\n<p>Uncertainty is a chronic condition in SEO. And it is so by design because the whole industry is based on Google\u2019s secrets. Access to the truth is extremely limited. We got to the point that we got used to accepting speculation and theories on SEO so much that we started to crave&nbsp;them.<\/p>\n\n\n\n<p>This is where the first principles come in. Whenever you need a brand new solution for a problem or when you feel that you\u2019ve gone too far into speculation, come back to the first principles \u2014 things that have the best chance to be true in this industry. For example:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Conventional wisdom is that higher volume is better, but the first principle of blogging is reaching qualified people and influencing sales. So, it\u2019s better to target specific high-intent low-volume keywords and than irrelevant high-volume keywords.<\/li>\n\n\n\n<li>The first principle of SEO content is distribution via the organic search channel. That\u2019s why it\u2019s so hard to promote it on other channels like social media \u2014 better to let&nbsp;go.<\/li>\n\n\n\n<li>Google aims to provide the best possible experience by delivering the most relevant and high-quality content. Yet, some people ignore this first principle, try to game the system, and <a href=\"https:\/\/ahrefs.com\/blog\/websites-that-tried-to-fool-google\/\">lose everything almost overnight<\/a> when the system catches up.<\/li>\n<\/ul>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"2. Pareto principle\" data-section=\"pareto-principle\">\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-172408-_k4pwvfx0v4c3\"><\/a>2. Pareto principle<\/h3>\n\n\n\n<\/div><\/div>\n\n\n\n<p>The Pareto Principle (aka the 80\/20 rule) is about a disproportionate relationship between inputs and outputs, effort and results, or causes and effects. A small number of causes (20%) often leads to a large number of effects (80%).<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"636\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/the-pareto-principle.png\" alt=\"The Pareto principle\" class=\"wp-image-172410\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/the-pareto-principle.png 1400w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/the-pareto-principle-680x309.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/the-pareto-principle-768x349.png 768w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\"><figcaption class=\"wp-element-caption\">The 80\/20 rule: 80% of results come from 20% of the projects.<\/figcaption><\/figure>\n\n\n\n<p>This concept was named after Vilfredo Pareto, an Italian economist who, in 1906, noticed that 80% of Italy\u2019s land was owned by 20% of the population.<\/p>\n\n\n\n<p>If we use this principle as a mental model in decision-making, we\u2019ll find it easier to prioritize work. It\u2019s ok to ignore some things because they likely won\u2019t matter that much. The result that you\u2019re after will come from focusing on the things that will likely have the biggest impact, and not from spreading yourself too&nbsp;thin.<\/p>\n\n\n\n<p>For example, if you want to build links to your site, pitch your best content. That can be the content that has already proven to earn links in the&nbsp;past.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1426\" height=\"1072\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/best-by-links-report-in-ahrefs-.png\" alt=\"Best by links report in Ahrefs.\" class=\"wp-image-172411\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/best-by-links-report-in-ahrefs-.png 1426w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/best-by-links-report-in-ahrefs--565x425.png 565w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/best-by-links-report-in-ahrefs--768x577.png 768w\" sizes=\"auto, (max-width: 1426px) 100vw, 1426px\"><\/figure>\n\n\n\n<p>Or if you need to recover some of that lost traffic, home in on the pages that lost the most traffic.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1408\" height=\"984\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/top-pages-report-in-ahrefs-.png\" alt=\"Top pages report in Ahrefs. \" class=\"wp-image-172412\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/top-pages-report-in-ahrefs-.png 1408w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/top-pages-report-in-ahrefs--608x425.png 608w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/top-pages-report-in-ahrefs--768x537.png 768w\" sizes=\"auto, (max-width: 1408px) 100vw, 1408px\"><\/figure>\n\n\n\n<p>The key is to treat the 80\/20 as an approximation, a heuristic, and not take the numbers literally. To illustrate, roughly 80% of our site\u2019s traffic comes from no more than 6% of&nbsp;pages.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1682\" height=\"592\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/total-organic-traffic-breakdown-in-ahrefs-.png\" alt=\"Total organic traffic breakdown in Ahrefs. \" class=\"wp-image-172413\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/total-organic-traffic-breakdown-in-ahrefs-.png 1682w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/total-organic-traffic-breakdown-in-ahrefs--680x239.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/total-organic-traffic-breakdown-in-ahrefs--768x270.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/total-organic-traffic-breakdown-in-ahrefs--1536x541.png 1536w\" sizes=\"auto, (max-width: 1682px) 100vw, 1682px\"><\/figure>\n\n\n\n<p>But on the other hand, if we try to find the top 20% pages that contribute to the traffic the most, we\u2019ll find that they bring not 80% but 96.8% traffic. However you look at it, the idea still holds \u2014 a small amount of causes led to a large portion of effects.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"3. Red Queen theory\" data-section=\"red-queen-theory\">\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-172408-_uxmqigr7cgk1\"><\/a>3. Red Queen Theory<\/h3>\n\n\n\n<\/div><\/div>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p>\u201cIt takes all the running you can do, to keep in the same&nbsp;place.\u201d<\/p>\n\n\n\n<\/div><\/blockquote>\n\n\n\n<p>Sounds very much like SEO already, doesn\u2019t it?<\/p>\n\n\n\n<p>This quote comes from Lewis Carroll\u2019s \u201cThrough the Looking-Glass,\u201d and it\u2019s how the Red Queen explains to Alice the nature of her kingdom, where it requires constant effort just to maintain one\u2019s current position.<\/p>\n\n\n\n<p>It was used to name an evolutionary biology theory which posits that each species must adapt and evolve not just for incremental gains but for survival, as their competitors are also evolving. Sorry, we\u2019re in an endless race.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"880\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/the-red-queen-theory-as-an-endless-race-.jpg\" alt=\"The Red Queen Theory as an endless race.\" class=\"wp-image-172414\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/the-red-queen-theory-as-an-endless-race-.jpg 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/the-red-queen-theory-as-an-endless-race--680x374.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/the-red-queen-theory-as-an-endless-race--768x422.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/the-red-queen-theory-as-an-endless-race--1536x845.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><figcaption class=\"wp-element-caption\">SEO is like a road with no finish line\u2014the race continues forever.<\/figcaption><\/figure>\n\n\n\n<p>You can probably already guess how this applies to SEO \u2014 rankings. If you want to maintain high rankings, you can\u2019t stop improving your pages. There will always be enough competitors to challenge your position.<\/p>\n\n\n\n<p>But in our world, pressure comes from competitors <em>and <\/em>the environment. Google <a href=\"https:\/\/ahrefs.com\/google-algorithm-updates\">keeps evolving too<\/a>, pushing the bar for content higher, making elements that used to give you an edge a standard.<\/p>\n\n\n\n<p>I\u2019m sure we\u2019ve all been there - even our top backlink-earning, top traffic-generating, most time-consuming content gets pushed down. But if you <a href=\"https:\/\/ahrefs.com\/blog\/seo-best-practices\/\">keep optimizing<\/a>, you get a chance to come back to the&nbsp;top.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2038\" height=\"964\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/position-history-graph-in-ahrefs-.png\" alt=\"Position history graph in Ahrefs.\" class=\"wp-image-172415\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/position-history-graph-in-ahrefs-.png 2038w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/position-history-graph-in-ahrefs--680x322.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/position-history-graph-in-ahrefs--768x363.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/position-history-graph-in-ahrefs--1536x727.png 1536w\" sizes=\"auto, (max-width: 2038px) 100vw, 2038px\"><\/figure>\n\n\n\n<p>This mental model is another way of saying that SEO works best as an <a href=\"https:\/\/ahrefs.com\/blog\/continuous-seo\/\">always-on strategy<\/a> without a set end date or final&nbsp;goal.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-172408-_nomfetuzwky5\"><\/a>3 mental models to watch out&nbsp;for<\/h2>\n\n\n\n<p>It\u2019s not so much about avoiding them but being able to spot them when they happen or could happen.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"1. Local maxima\" data-section=\"local-maxima\">\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-172408-_5tdl943qbcgc\"><\/a>1. Local maxima<\/h3>\n\n\n\n<\/div><\/div>\n\n\n\n<p>A local maximum (aka local optimum) refers to a solution that is the best solution within a neighboring set of solutions, but not necessarily the best possible solution overall (global optimum).<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1046\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/local-maxima-.png\" alt=\"Local maxima.\" class=\"wp-image-172416\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/local-maxima-.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/local-maxima--650x425.png 650w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/local-maxima--768x502.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/local-maxima--1536x1004.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<p>So if you\u2019re feeling that you\u2019re spending immense effort just to make marginal improvements, you have to be willing to assume that you\u2019ve hit a local maxima. Then, the question to ask is: what can I do differently?<\/p>\n\n\n\n<p>Here\u2019s an example.<\/p>\n\n\n\n<p>Until November last year, traffic to our site was a series of local optima. Our content marketing was delivering the results, but the growth was relatively slow. Obviously, we were doing the same tried and tested stuff. But then we launched two <a href=\"https:\/\/ahrefs.com\/blog\/programmatic-seo\/\">programmatic SEO<\/a> projects that instantly elevated us to a level we\u2019d have to work years for \u2014 look how fast the yellow line grew (pages) and how that corresponded with the orange line (traffic).<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1306\" height=\"798\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/organic-performance-graph-in-ahrefs-.png\" alt=\"Organic performance graph in Ahrefs.\" class=\"wp-image-172417\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/organic-performance-graph-in-ahrefs-.png 1306w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/organic-performance-graph-in-ahrefs--680x415.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/organic-performance-graph-in-ahrefs--768x469.png 768w\" sizes=\"auto, (max-width: 1306px) 100vw, 1306px\"><\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"2. Sunk cost fallacy\" data-section=\"sunk-cost-fallacy\"><a id=\"post-172408-_7orpvt8n53ir\"><\/a>\n\n\n\n<h3 class=\"wp-block-heading\">2. Sunk cost fallacy<\/h3>\n\n\n\n<\/div><\/div>\n\n\n\n<p>The sunk cost fallacy is a cognitive bias that occurs when people continue to do something as a result of previously invested resources (time, money, effort) despite new evidence suggesting that the current path will not lead to a beneficial outcome.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1048\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/5-mental-models-for-seo.png\" alt=\"Sunk cost fallacy as a graph.\" class=\"wp-image-172437\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/5-mental-models-for-seo.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/5-mental-models-for-seo-649x425.png 649w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/5-mental-models-for-seo-768x503.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/5-mental-models-for-seo-1536x1006.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><figcaption class=\"wp-element-caption\">Sunk cost in action: the more you invest in something, the more attached to it you become.<\/figcaption><\/figure>\n\n\n\n<p>We all know SEO is a long-term game, right? Strategies like these are crowded with long-term projects with big time and money investments. Sometimes, despite the investments, you just can\u2019t go beyond a certain level of traffic, backlinks, etc.<\/p>\n\n\n\n<p>Now, this mental model, this voice in your head, will tell you to keep going down the same path no matter what. Loss aversion kicks in, acting like a defense mechanism for your past selves and actions. And the more aggressive and blind the \u201chustle\u201d culture is at one\u2019s team, the harder it is to see clearly.<\/p>\n\n\n\n<p>But, overall, it could be better for you <em>and <\/em>the company to let it go and focus on something else. You can even come back to it later with a fresh mind. But continuing something <em>just<\/em> because you\u2019ve been doing it for some time is a losing strategy.<\/p>\n\n\n\n<p>Example. Despite several attempts and time counted in years, Ahrefs doesn\u2019t rank for \u201cseo\u201d.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"606\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/position-history-for-seo-via-ahrefs-.png\" alt=\"Position history for &quot;seo&quot; via Ahrefs.\" class=\"wp-image-172419\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/position-history-for-seo-via-ahrefs-.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/position-history-for-seo-via-ahrefs--680x201.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/position-history-for-seo-via-ahrefs--768x227.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/position-history-for-seo-via-ahrefs--1536x455.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>Sad but true. And from our point of view, it\u2019s frustrating. Almost like we\u2019re the only ones not to get invited to the party, the only ones not to graduate from high school\u2026 you get the&nbsp;idea.<\/p>\n\n\n\n<p>But not ranking for \u201cSEO\u201d hasn\u2019t hindered our growth, so it\u2019s better to cut losses and deal with unfulfilled ambition than to let that goal hold us back from other projects (like that programmatic project mentioned above).<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"3. Confirmation bias\" data-section=\"confirmation-bias\">\n\n\n\n<h3 class=\"wp-block-heading\"><a id=\"post-172408-_uzizcj3j9rl\"><\/a>3. Confirmation bias<\/h3>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Confirmation bias is the tendency to give more attention and weight to data that support one\u2019s own beliefs, while simultaneously dismissing or underestimating evidence that contradicts those beliefs.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"890\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/confirmation-bias-beliefs-outweigh-the-facts-.png\" alt=\"Confirmation bias - beliefs outweigh the facts. \" class=\"wp-image-172420\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/confirmation-bias-beliefs-outweigh-the-facts-.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/confirmation-bias-beliefs-outweigh-the-facts--680x378.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/confirmation-bias-beliefs-outweigh-the-facts--768x427.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/confirmation-bias-beliefs-outweigh-the-facts--1536x854.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<p>We\u2019re all guilty of this. It\u2019s human nature. And it\u2019s not exclusively a bad thing. I mean, in some situations, this tendency can keep us on \u201cthe bright side\u201d and help us go through tough times or keep our motivation up.<\/p>\n\n\n\n<p>So, I think that it\u2019s not something to get out of your system completely. Just be mindful of situations where this can negatively affect your judgment:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Selective evidence in ranking factors<\/strong>. You see a page ranking high, and you think it\u2019s because of an aspect you strongly believe in, disregarding all of the evidence against it (e.g., <a href=\"https:\/\/ahrefs.com\/blog\/short-form-content\/\">long-form content<\/a>, <a href=\"https:\/\/ahrefs.com\/blog\/social-signals\/\">social signals<\/a>).<\/li>\n\n\n\n<li><strong>Bias in keyword selection<\/strong>. Your keyword selection runs along the lines of your beliefs about the audience preferences without substantial evidence to back up these beliefs.<\/li>\n\n\n\n<li><strong>Bias in strategy development<\/strong>. After developing a new strategy, you encounter a talk or an article advocating a similar approach, which immediately reinforces your confidence in this strategy.<\/li>\n\n\n\n<li><strong>Focus on confirmatory data during audits<\/strong>. During a content audit, you find a small piece of data that confirms your belief. As a result, you may prioritize minor findings over more significant but less personally affirming data.<\/li>\n\n\n\n<li><strong>Overconfidence in familiar tactics<\/strong>. Leaning on SEO tactics that have worked in the past, you develop a sense of overconfidence in them. You resist trying anything new or the idea that a dip in performance comes from an unfamiliar factor.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-172408-_kobbexee3zq2\"><\/a>Keep learning<\/h2>\n\n\n\n<p>If you like what you\u2019re reading, I think you will find other mental models fascinating:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/fs.blog\/mental-models\/\">Mental Models: The Best Way to Make Intelligent Decisions (~100 Models Explained)<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.animalz.co\/blog\/mental-models-for-content-marketers\/\">5 Mental Models for Content Marketers<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.animalz.co\/blog\/mental-models\/\">5 More Mental Models for Content Marketers<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/twitter.com\/coreyhainesco\/status\/1299461403942637568?lang=en\">Corey Haines on X: \u201cA collection of mental models, frameworks, and principles you can use for marketing<\/a><\/li>\n<\/ul>\n\n\n\n<p>Want to share models you find useful? Ping me on <a href=\"https:\/\/twitter.com\/m_makosiewicz\">X<\/a> or <a href=\"https:\/\/www.linkedin.com\/in\/mateusz-makosiewicz-38154b67\/\">LinkedIn<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The thing is, you need to be careful with mental models because they\u2019re sneaky. We tend to develop them during our lives, inherit them from our colleagues and mentors, and rely on them almost instinctively while not fully aware of<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":159,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[335],"tags":[462],"coauthors":[412],"class_list":["post-172408","post","type-post","status-publish","format-standard","hentry","category-general-seo","tag-blog","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>SEOs, Are You Using These 6 Mental Models?<\/title>\n<meta name=\"description\" content=\"People use mental models to comprehend reality, solve problems, and make decisions in everyday life. They&#039;re extremely helpful in SEO.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/seo-mental-models\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SEOs, Are You Using These 6 Mental Models?\" \/>\n<meta property=\"og:description\" content=\"6 mental models for smarter SEO.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/seo-mental-models\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2024-02-26T14:43:34+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-07-05T13:15:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/02\/first-principles-thinking-.png\" \/>\n<meta name=\"author\" content=\"Mateusz Makosiewicz\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@m_makosiewicz\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/seo-mental-models\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/seo-mental-models\\\/\"},\"author\":{\"name\":\"Mateusz Makosiewicz\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/person\\\/c7e64c851ecc4eabb77eaefae90a440c\"},\"headline\":\"SEOs, Are You Using These 6 Mental Models?\",\"datePublished\":\"2024-02-26T14:43:34+00:00\",\"dateModified\":\"2024-07-05T13:15:29+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/seo-mental-models\\\/\"},\"wordCount\":1810,\"publisher\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/seo-mental-models\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2024\\\/02\\\/seos-are-you-using-these-6-by-mateusz-makosiewicz-general-seo.jpg\",\"keywords\":[\"blog\"],\"articleSection\":[\"General SEO\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/seo-mental-models\\\/\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/seo-mental-models\\\/\",\"name\":\"SEOs, Are You Using These 6 Mental Models?\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/seo-mental-models\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/seo-mental-models\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2024\\\/02\\\/first-principles-thinking-.png\",\"datePublished\":\"2024-02-26T14:43:34+00:00\",\"dateModified\":\"2024-07-05T13:15:29+00:00\",\"description\":\"People use mental models to comprehend reality, solve problems, and make decisions in everyday life. 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