SparkToro's Rand Fishkin says stop rebranding SEO. SEO National's Damon Burton helps businesses act on that meaning.

(PRUnderground) April 13th, 2026

A recent SparkToro post by Rand Fishkin is pushing back on the flood of new acronyms (AIO, GEO, LLMEO) crowding the digital marketing conversation. Fishkin’s argument is simple: the discipline of online optimization hasn’t fundamentally changed; it has just expanded. SEO National helps companies stay within those fundamentals, without getting sidetracked by every new AI iteration.

Fishkin’s argument is well captured by the term “Search Everywhere Optimization.” This term, coined by Ashley Liddell of Deviation, honors AI optimization without abandoning the equity built around SEO as a concept. Fishkin contends that marketers who are already doing solid SEO work are, in most cases, succeeding in Search Everywhere Optimization. They just haven’t labeled it that way.

Damon Burton founded his SEO National agency on that same philosophy: lasting visibility that comes from disciplined fundamentals rather than chasing the latest trending framework. With nearly two decades of experience, Burton has guided businesses through every major shift the industry has seen with one consistent viewpoint: the core principles of earning trust, relevance, and authority across platforms don’t change just because the platforms do. He echoes Fishkin in saying it’s “still just SEO.”

The SparkToro piece makes a case that resonates with SEO National’s core approach. Fishkin notes that experienced SEO professionals are already accustomed to adapting. They see it in algorithm changes, new platforms, shifting user behavior, and machine-learning-based systems that require ongoing reverse engineering. That adaptability, he argues, is precisely what makes the discipline valuable as discovery expands beyond Google into social platforms, video, and AI-generated results. “The marketers who thrive through every industry shift are the ones who never confuse tactics with strategy,” said Burton. “Platforms and algorithms change. The acronyms can even change. But the fundamentals of building trust and relevance with your audience have always been the job.”

Where SEO National comes in is execution. Many businesses understand that visibility now spans more channels than ever, but lack the in-house expertise or bandwidth to manage it effectively. That’s where organic search engine optimization services from a seasoned team make a difference. They handle the complexity so business owners can focus on running their companies rather than decoding industry debates.

Burton’s take aligns with Fishkin’s closing point: in a few years, no one will need to explain that SEO means more than Google rankings. For businesses that don’t want to wait for the landscape to settle before competing in it, SEO National provides the strategy and implementation to stay visible across the channels that matter now.

To learn more about Damon Burton or SEO National, visit www.SEONational.com for additional resources.

About SEO National

SEO National is a search engine optimization company north of Salt Lake City, Utah. This SEO company offers affordable, effective search engine optimization with a refreshingly personal approach to communicating with their online marketing customers.

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