Today we’d like to introduce you to Salvatore Rizzo.
Hi Salvatore, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
Underground Index began through service, not strategy. I first started doing this work while volunteering for a nonprofit in the Bay Area called Access Adventure. The work aligned closely with my technical background, and I found that I genuinely enjoyed helping organizations strengthen their digital presence in a way that was practical, transparent, and effective.
As that work continued, referrals followed. Small businesses and local organizations began reaching out for help with websites, search visibility, and digital systems. It quickly became clear that many of these businesses were not struggling because of poor service or lack of effort, but because they were underserved, misinformed, or priced out of honest digital support.
I bring a structured, mission-focused approach to this work shaped by over 12 years of active-duty service in the United States Air Force. I hold a Bachelor of Science in Computer Science and am currently pursuing a Master’s degree in Cybersecurity. My professional background includes media production for the Air Force, instructional and teaching roles, and experience supporting special operations environments, all of which influence how I approach problem-solving, communication, and accountability.
That experience shaped the foundation of Underground Index. The company operates on a selective, ethics-first model. I do not target businesses that already have a strong digital presence or effective branding. If a business is performing well online and does not genuinely need my help, I leave them alone. I focus instead on businesses that can clearly benefit from improved visibility, stronger digital systems, and a realistic path to increased revenue.
I intentionally keep my client roster manageable to ensure hands-on attention and measurable outcomes, while remaining open to new clients who align with this approach. Pricing is kept as low as possible, and in select cases, especially when the work supports a meaningful cause, services are provided at no cost.
Today, Underground Index works with a focused group of small, service-based businesses while continuing to welcome new partnerships where there is clear opportunity for impact. The mission remains the same as it was at the start: to make digital growth clear, ethical, and attainable for businesses that deserve to be seen.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It has not been a smooth road, and that was expected. One of the primary challenges has been building and growing Underground Index alongside a full-time commitment to active-duty Air Force service. Balancing operational responsibilities, continued education, and client work requires strict time management and intentional limits on growth.
Another challenge has been maintaining an ethical, transparent approach in an industry that often rewards overpromising and fear-based sales tactics. Many small businesses have been burned by agencies that lock them into long contracts or make guarantees they cannot support. Rebuilding trust in that environment takes time.
To address this, I intentionally removed barriers that make business owners hesitant to ask for help. I offer a 60-day period completely free of charge so clients can see whether my work actually benefits their business. If they choose not to continue after that period, they keep all work completed. There are no commitments, no contracts, and no strings attached. This approach shifts the risk away from the business owner and keeps accountability on me.
That same philosophy extends to my monthly free, in-person workshops for small businesses. During these sessions, I audit each participant’s digital presence and provide clear, honest guidance based on what I find. There is no cost and no obligation. While these initiatives require time and limit how quickly I can scale, they are intentional choices rooted in long-term trust and impact.
There have also been challenges working with businesses that have limited budgets, outdated systems, or prior negative experiences with digital marketing. In many cases, meaningful progress begins with correcting foundational issues and restoring confidence before growth can occur.
Despite these challenges, each obstacle has reinforced the purpose behind Underground Index. The constraints have shaped a disciplined, values-driven approach focused on clarity, accountability, and measurable results rather than volume or rapid expansion.
Thanks – so what else should our readers know about Underground Index?
Underground Index is a full-stack web development, SEO, digital strategy, and software development company built to serve small, service-based businesses that need practical, effective digital solutions without unnecessary cost or complexity.
We design and build custom websites, improve search visibility, develop tailored digital strategies, and create software solutions based on what each client actually wants and needs. There are no one-size-fits-all packages. Every solution is intentionally scoped to the client’s goals, budget, and operational reality, ensuring the work is effective, sustainable, and aligned with real business outcomes.
What sets Underground Index apart is a focus on clarity and accountability. We prioritize clean systems, transparent communication, and work that delivers measurable results rather than vanity metrics or short-term hype. Our approach is rooted in education and collaboration, ensuring clients understand the strategy behind the work and how it supports their growth.
Brand-wise, we are most proud of our consistency. Underground Index maintains an ethics-first mindset, values long-term impact over rapid scaling, and remains committed to keeping high-quality digital services accessible. We intentionally keep our work focused and our standards high, while continuing to welcome new clients who are looking for custom, full-stack solutions at an affordable price point.
At its core, Underground Index exists to help businesses build strong digital foundations and grow with confidence through thoughtful strategy, custom development, and honest execution.
What do you like best about our city? What do you like least?
What I like most about this area is how much it reminds me of home in upstate New York. The fall colors, crisp temperatures, snow, and mountains all feel familiar and grounding. There’s a balance here between access to the outdoors and a strong sense of community that makes it easy to feel settled and connected.
So far, there isn’t much I dislike. If anything, it has been an adjustment getting used to local driving habits. Drivers tend to slow down completely before moving into the median to make a turn, which is different from what I’m used to. It’s a small thing, and more of an observation than a complaint.
Overall, it’s been a place that feels welcoming and easy to call home.
Pricing:
- Monthly digital services: $200–$500 per month Includes full-stack web support, SEO, digital strategy, and ongoing optimization. Pricing is based on business needs and scope.
- Custom solutions included: Web development, SEO, and digital strategy are bundled into the monthly rate. No upsells or hidden add-ons for standard services.
- Custom software & app development: Priced separately based on scope and complexity of the software or application.
- No long-term contracts: Services are month-to-month, allowing flexibility as business needs change.
- Built for small businesses: Pricing is intentionally kept accessible for small, service-based businesses.
Contact Info:
- Website: https://Www.undergroundindex.com
- Instagram: https://www.instagram.com/undergroundindexseo?igsh=MTZwbDAxczQ1Y3R2
- LinkedIn: https://www.linkedin.com/company/underground-index/
