George and William are probably brothers and using the same naming system.
The baptism for Richard may not have been transcribed yet, or it may not be available. Have you tried the Staffordshire Family History Society to see if they transcribe records that have not been forwarded to the large search providers. His marriage names George as father, which for most seems sufficient. When going back so far, definitive proof is difficult to find, especially with travellers. Once all avenues have been checked, it might now be a waiting game.