Hi, I’m Bill.
I help small businesses get found on Google and recommended by AI.
I make small business websites easy for Google and AI assistants to crawl, understand and recommend, then keep them that way with a flat-fee monthly website care retainer. For businesses across Phoenix and the West Valley, and remotely anywhere else.
Curious how your site looks to Google and AI?
Rather talk first? See what it costs or get a $297 teardown.
- visiting yourcompany.com as GPTBot
- Allowed in by robots.txtyes
- Page loads fast0.9s
- Title says what you doyes
- Structured data foundLocalBusiness, Service, FAQ
- One clear business identityname, address, phone
- Listings elsewhere agreeyes
- Safe to recommend✓
Two kinds of AI. You want both on your side.
A.I. = Artificial Intelligence
Reads your website whenever it likes.
Decides in a fraction of a second whether your business is worth recommending. Never sends a report. Never tells you why it picked someone else.
A.I. = Average Idiot
Reads your website every month.
Tells you in plain English what the first AI sees, fixes what is in the way, and writes it all down. Also answers email, same day on weekdays.
the whole ideaOne AI decides whether your business gets recommended. The other one makes sure it does.
quick backgroundI have been on both sides of the invoice.
What changed
People used to search. Now they also ask.
Your next customer might type into Google, or ask ChatGPT, Gemini, Perplexity or Claude, or read Google’s AI Overview and never scroll. Different front doors. The same house behind them.
Front door one
Showing up on Google and in the map pack
Google and Bing still send most of the clicks a small business gets. They reward sites that are reachable, fast, clear and locally consistent.
Front door two
Being the business an AI answer names
AI assistants read the web, then summarize it. They name and link the sources that state things clearly and agree with everything else they find.
Both examples are illustrations using a hypothetical business.
the good newsBoth doors reward the same boring things. A site crawlers can reach, that loads fast, that says plainly who you are, that the rest of the web agrees with, and that answers the question. That is the whole job.
What I actually do
Five layers of visibility. I work all five.
Every engine, classic or AI, has to get through these in order. Each month I start with whichever one is most broken on your site.
1ReachableCan crawlers get in?
If Googlebot or an AI crawler cannot fetch the page, nothing else matters. This is where most silent disasters live, usually right after a rebuild.
- robots.txt and noindex. Checked every month, because a staging setting that leaks into production removes a page from Google completely.
- AI crawler access, on purpose. GPTBot, ClaudeBot, PerplexityBot and Google-Extended allowed or blocked because you decided, not because a security plugin did.
- Redirects and status codes. Chains left by the last migration collapsed to one hop. Broken pages that still get links sent somewhere useful.
- Sitemaps. Current, clean and submitted to Google Search Console and Bing Webmaster Tools.
The free check tests part of this: robots.txt present and sane, page is indexable, redirect chains, XML sitemap. Try it on your site
2FastDoes it load before they leave?
Speed is measured against real Google field data, not a synthetic score I picked because it flatters me.
- Core Web Vitals. Loading, layout shift and responsiveness tracked on what real visitors experience.
- Images. Oversized media resized and given width and height, the usual cause of content jumping around while a page loads.
- Render-blocking scripts. Deferred where safe. One attribute is often the fastest measurable speed win on a site.
- Server response. Caching and compression, because everything on the page waits for the HTML to arrive.
The free check tests part of this: server response time, render-blocking scripts, image width and height, text compression. Try it on your site
3UnderstoodIs it obvious who you are and what you do?
Search engines and language models both have to work out what a page is about. Make it easy and they stop guessing.
- Titles, headings, descriptions. The first words people and models read, written for the question being asked.
- Structured data. Organization, LocalBusiness, Service and FAQ schema that says exactly what the visible page says.
- One consistent entity. The same business name, person, address and phone everywhere, so every engine lands on the same answer.
- llms.txt. A plain-text brief for AI systems: what you do, what it costs, and where the facts live.
The free check tests part of this: page title length, meta description, one clear H1, structured data present, canonical URL. Try it on your site
4TrustedDoes the rest of the web agree with you?
Rankings and recommendations lean on corroboration. If your listings, reviews and site disagree, the safest answer for an engine is someone else.
- Google Business Profile. Kept accurate, watched for Google’s silent edits, with posts and review responses drafted for you.
- Citations. Directory listings cleaned up so your name, address and phone match everywhere.
- A real, accountable person. About and author pages that show who is behind the business and why they can be trusted.
- Reviews answered. Every one, because people read them and so do the systems that summarize you.
The free check tests part of this: localBusiness structured data, link to a Google Maps listing, postal address, opening hours, tappable phone number. Try it on your site
5CitedIs there anything worth quoting?
AI answers cite pages that state something clearly and specifically. Most small business sites never do.
- Pages that answer the question. One underperforming page rewritten around what people actually ask, month after month.
- Original data. Numbers only you have, published so others can quote them, the way this site publishes its own live data.
- Plain, quotable facts. Prices, service areas, hours and policies stated in text, not locked inside images or PDFs.
- Internal links. So crawlers and readers reach the answer page from everywhere it matters.
No tool can score this layer. It is the judgment part, and it is most of what the retainer is for.
Don’t take my word for it
Here is how this site looks to a bot.
I do to this site what I would do to yours. The panel fetches the same files a crawler reads, live, from this site.
- Structured data that names one business and one person, on every page
- A plain-text brief for AI systems at /llms.txt
- A /robots.txt that lets every crawler in
- Open data anyone can cite, at /data/
# Loading what the crawlers see…
What I keep finding
Most sites fail the boring stuff.
A live count of what the free health check finds. Every run adds to it anonymously: no addresses, no page contents, only which checks passed and which did not.
Share of checks where it was a problem · Last change 2026-09-19. Free to quote with a link.
Why retainers exist
The expensive part is never the bug. It is the six months nobody noticed it.
Websites do not fail loudly. They degrade. A setting gets flipped during a rebuild, a plugin update quietly breaks something, an agency leaves and takes the context with them. Nothing alarms. Traffic just drifts down and everyone blames the algorithm.
the premiseNone of this is clever work. It is attention, applied on a schedule. That is the entire premise. When I ran the same checks on 29 small business websites, every one of them failed at least one. Here is what was broken, and how often.
How we would work together
What a month actually looks like.
Month one is stabilization: a full audit, the backlog of obvious fixes cleared, and monitoring put in place. From month two it settles into this.
- 1
Week one
Look
Full technical sweep. Crawl the site, compare against last month, pull Search Console and analytics, check Core Web Vitals field data. Anything urgent gets fixed the same day rather than waiting for the report.
- 2
Week two
Fix
The unglamorous list. Broken links, redirect chains, missing metadata, oversized images, index bloat, whatever the sweep turned up. This is where most of the compounding happens.
- 3
Week three
Improve
One deliberate improvement: a page rewritten, a template sped up, a form simplified, schema added. One thing at a time, so we can actually tell whether it worked.
- 4
Week four
Report and plan
A short written note. What I found, what I changed, what moved, and what I would do next month. If the answer is “not much, and here is why”, you get that too.
Pricing
Three tiers. Month to month. No setup fee.
The difference between them is how much building I do, not how much attention you get. Every tier includes the monitoring and the honesty.
Care
$500a month
Someone is watching, so nothing rots quietly.
- Monthly technical health check across the whole site
- Uptime, SSL, backups, plugin and theme updates handled
- Broken links, redirect chains and 404s cleaned up
- Core Web Vitals tracked so regressions get caught early
- Search Console and analytics reviewed for anything odd
- Google Business Profile kept accurate, and watched for Google’s silent edits
- Up to 2 hours of small fixes included
- A short written report every month
Best for a site that works and needs to stay that way.
Ask me a questionCare + Optimization
$1,200a month
Watching, plus steadily making it better.
- Everything in Care
- Monthly speed work against real Core Web Vitals field data
- On-page SEO: titles, headings, internal links, schema
- One underperforming page rewritten or rebuilt each month
- Conversion improvements to forms, CTAs and trust signals
- Honest conversion tracking, not vanity dashboards
- Google Business Profile worked monthly: posts, photos, and review responses drafted for you
- Map pack position tracked on a geographic grid, not one lucky search from your desk
- Up to 6 hours of build and fix work included
Best for a site that should be producing more leads than it does.
Start a conversationGrowth
$2,500a month
The website treated as a channel, not a brochure.
- Everything in Care + Optimization
- Keyword and competitor research driving a real content plan
- Two new or substantially rebuilt pages per month
- Technical SEO at scale: indexation, structured data, migrations
- Local search built out: citation cleanup, location pages, competitor grid analysis
- Email and lifecycle work where it earns its keep
- A quarterly session on what to stop doing
- Up to 14 hours included
Best for when organic search is meant to be a revenue line.
Ask me a questionEvery plan is month to month. No setup fee, no minimum term, thirty days’ notice to stop. And if a month goes by where I cannot find anything worth doing, I will tell you and we will pause the billing rather than invent work. Full retainer details
Not ready for a retainer? Start with a teardown.
I spend a couple of hours inside your site the way I would spend the first week of a retainer, then record myself walking through it. A written fix list ranked by value against effort, within three working days. If you go on to a retainer, the $297 comes off your first month.
What people say
People who have actually worked with me.
“I have worked with Bill many times on many projects and he is one of the smartest, hardest working digital marketers I know. His SEO skills are some of the best in the world. He makes complex tasks look easy. If you get a chance to work with him, do it.”
“Bill’s grasp of SEO principles and strategies consistently stands out. His analytical mindset allows him to uncover optimization opportunities that significantly elevate online visibility.”
“He wore many hats, from SEO wizardry to video editing and social media management, and consistently delivered outstanding results. Bill has an innate talent for not just meeting but exceeding client expectations.”
“When it comes to getting things to rank on Google, Bill’s expertise is remarkable. He has a unique ability to turn SEO strategies into tangible results and a strong grasp of marketing funnels and customer journeys.”
These are from my LinkedIn recommendations, where you can read all of them in full and check that the people are real.
A note from me
I will tell you which of your problems is not worth fixing.
I have run the engineering side and the marketing side, and I have spent thirteen years on properties where being wrong cost me my own money rather than a client’s. That is why I will tell you which of your problems is not worth fixing.
So why “Average Idiot”?
Because it keeps me honest. Almost nothing I find is clever. It is obvious, it has been sitting there for a year, and the only reason it is still there is that nobody was looking. Staying curious about the boring stuff is worth more on a website than being the smartest person on the call.
It also does a useful job of filtering. If the name puts you off, we would probably not have enjoyed working together anyway.
And yes, the initials are AI. One AI decides whether your business gets recommended. The other one makes sure it does.
- I will tell you when to stop paying me.If a month has nothing worth doing, I say so and we pause.
- I do not do redesigns.I improve what you already have, which is usually the better investment.
- I am one person.No team, no offshore pod, no account manager. Same day on weekdays.
- I show the working.Every claim in a report comes with the place you can go and check it.
Before you ask
The questions everyone has.
Anything else, email bill@belcamino.com. It goes straight to me.
What if you do not find anything?
Then I tell you, and we pause the billing until there is something worth doing. I would rather lose a month’s fee than send you an invoice for busywork and have you notice.
What access do you need?
Admin on the CMS, and read access to analytics and Search Console. I do not need your payment processor, your CRM or your bank. If a task needs more, I will ask for it that once and explain why.
Which platforms do you work on?
WordPress mostly, plus Shopify, Webflow and hand-built sites. If it is something genuinely exotic I will tell you before you pay me anything.
Do you do redesigns?
No. I improve what you already have, which is usually the better investment. If you genuinely need a rebuild I will say so and point you at someone who does that well.
Who actually does the work?
Me. There is no team, no offshore pod and no account manager. That is the constraint that makes the honesty possible.
How quickly do you reply?
Same day on weekdays, usually within a couple of hours. If something is broken and costing you money, say so in the subject line and I will jump.
Two ways to start
Find out what is wrong before you spend anything meaningful.
Run the free check at the top of this page and I will send you the prioritized version, or pay $297 and get my recorded opinion within three working days. Either way you find out what is wrong before you spend anything meaningful.
Next step: run the free website health check, ten seconds and no form, or read what the monthly retainer covers and what it costs. Already paying someone? Here is how to tell whether they are actually doing anything.
Further reading: Google on Core Web Vitals and page experience · Portent on how site speed moves conversion rate.