In reciting the buddha-name you use your own mind to be mindful of your own true self: how could this be considered seeking outside yourself?
Reciting the buddha-name proceeds from the mind. The mind remembers Buddha and does not forget. That's why it is called buddha remembrance, or reciting the buddha-name mindfully.
The most common Pure Land technique is recitation of Amitabha Buddha's name. See also "Amitabha," "Pure Land."