SEATTLE (AP) - Even though he's a newcomer to the division, Kevin Kolb already knows how mediocrity reigns in the NFC West.

So while Arizona's quarterback using the "must win" tag might seem a bit much for Week 3, in this division any leg up can be a massive advantage.

All he has to do is look at this week's opponent, Seattle, which raced to a 4-2 start a year ago, then limped home with the division title at 7-9.

"You hate to say this early in the season but we're thinking of it as a must win. That's our mentality," Kolb said. "We are upset with ourselves, last week we let one get away."

Kolb and the Cardinals (1-1) come to the Pacific Northwest today to face the floundering Seahawks (0-2), smarting from two lackluster road efforts and a fan base already teetering on the edge of anger.

It's the Seahawks' home opener, where their 2010 NFC West title banner - no asterisk included for winning the division with a losing record - will be unveiled pregame. Yet Seattle's looked anything but a division champion for two weeks. After losing 33-17 in the opener at San Francisco, the Seahawks were routed 24-0 last Sunday at Pittsburgh, the first time they were shut out in four years.

Seattle did sweep the season series with the Cardinals last year with two convincing victories after Arizona had won six of the previous seven.

But last year was an Arizona team with a mess of a quarterback situation. Now there's stability with Kolb, who may have ended up in a Seattle uniform if circumstances had played out differently.

It was the 2010 offseason when Philadelphia was entertaining offers for Kolb, Donovan McNabb and Michael Vick. Seattle made serious inquires about Kolb before backing off because of what the Eagles wanted in return. Eventually, Seattle acquired Charlie Whitehurst from San Diego at a lower price, but without similar impact as Whitehurst remains in a backup role behind starter Tarvaris Jackson.

"Just compensation and amount and all the stuff. It was a big consideration," Seattle coach Pete Carroll recalled about the Kolb before last season. "He's a very good player. We thought that from the start and we're always in the thought that he would be a guy that we would be interested in for the future, but it just didn't work out right."

Seattle again checked in this offseason, but it was apparent the Cardinals were set on making sure Kolb ended up in the desert to become their franchise quarterback.

"I think we're learning each week things what Kevin's comfortable with. I think he certainly is a lot more familiar with our offense now than he was even two or three weeks ago," Cardinals coach Ken Whisenhunt said. "And that's an important thing. You have to visualize the concepts. You have to understand how the protection's working and how that ties in. Kevin's making good progress with that. This whole year is going to be a process of growing together offensively."

Kolb's been solid for his first two starts in Arizona, throwing for 309 yards and two touchdowns in a season-opening win over Carolina, then following with two more TD passes last week at Washington.

And even though the Cardinals lost, Kolb might have earned another notch of credibility with his new team thanks to one throw. On his 73-yard touchdown pass to Larry Fitzgerald in the fourth quarter, Kolb stayed in against a backside blitz and delivered the pass as he was rocked by the blindside hit, knocking his helmet off.

"All the guys in this locker room know how Kevin is. He's a tough, hard-nosed guy that's just willing to take the big shot for the team," Fitzgerald said. "I think everybody saw it, he got his helmet knocked off. He's just a fierce competitor who's willing to do anything to make this team go."