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I'm developing a lightning web component with org based development and I'm finding that the component isn't available in the app builder, despite (as far as I can tell) making it available in the component definition. I've attempted this with a my own component and also directly copying the "HelloWorld" Lightning component in this trailhead:

Create a Hello World Lightning Web Component

My component is pretty simple, and I'd like it to be available on the Contact record page. Here is the config on that component:

    <?xml version="1.0" encoding="UTF-8"?>

<LightningComponentBundle xmlns="http://soap.sforce.com/2006/04/metadata" fqn="contact_CRSProfileLayout">

    <apiVersion>45.0</apiVersion>

    <description>Use this component to display the fields from this person's related CRS Profile</description>

    <masterLabel>CRS Profile</masterLabel>

    <isExposed>true</isExposed>  

    <targets>

        <target>lightning__RecordPage</target>

    </targets>

    <targetConfigs>

        <targetConfig targets="lightning__RecordPage">

            <objects>

                <object>Contact</object>

            </objects> 

        </targetConfig>

    </targetConfigs>

</LightningComponentBundle>

I've deployed the components into my sandbox from Visual Studio Code using the "SFDX: Deploy Source to Org" command and I can see that the lighting web components are in the sandbox when I navigate to them in the admin interface (I can't confirm that they exactly match what I'm seeing in Source, but I can see the timestamp of their update is correct).

However, neither of them are appearing in the ap builder. I would expect both to appear on a record page app builder and the hellowWorld component only to appear on a home page Lightning Page.

Are there general troubleshooting steps I should be taking?

You currently have the isExposed attribute set to false, it needs to be set to true for the component to be available on the targeted pages and app builder.

<isExposed>true</isExposed> 

By definition:

isExposed

A Boolean value. Exposes the component in all orgs, and in Lightning App Builder and Community Builder

The issue wasn't the deploy, it was me - I'm inexperienced with Visual Studio Code.

I wasn't following the correct order of actions. The local save wasn't happening, so I was repeatedly deploying a "blank" component to the server.

I've ensured that the local save is happening and the components are now showing up as expected.