Salukis in Business — Christopher Dreyer
B.S. ’05 History — Founder and CEO, Rankings.io
Chris Dreyer came up with the idea for his successful SEO (Search Engine Optimization) Company while working as a teacher for Herrin High School. He was stuck in the detention room with that day’s collection of struggling students and realized he wanted more.
Out of boredom, he googled “How to make money on the internet,” and because someone else’s SEO company was doing its job, Dreyer found a beginner’s SEO course, took it, and eventually picked up part-time work for some affiliate marketing sites.
After a year of side-work, Dreyer was making more money from affiliate marketing on a part time basis than he was teaching, so he quit and went into affiliate marketing full-time.
The company Dreyer worked specialized in legal marketing, so when Chris decided to open his own SEO company, he stayed in the legal vertical, simply because he had more understanding of that area than any other and he already had some contacts there.
“I saw the legal vertical was underserved and I saw many of the competitors weren’t delivering results and I knew we could do better,” Dreyer said.
And so he formed Rankings.io.
In layman’s terms, what that means is Dreyer’s company is a digital marketing company that helps businesses improve their visibility online. They make sure that if you google “injury lawyer,” their client’s names appear at the top of the list or on the first page of results.
Matt Martin, director of finance for Rankings.io, grew up with Dreyer and said Dreyer’s wish to own his own business has always been there.
“Since he was a kid Chris said that he wanted to own his own business someday, so when he saw a niche in digital marketing that needed filled, he borrowed some money from his sister and started the company, which he initially called Attorney Rankings,” Martin said.
Not only has Martin known Dreyer since they were in High School together, he is also one of three former Salukis who work for Rankings.io. The company’s VP and CTO, Steve Willi (B.F.A. ’08 Communication Design) and Content Manager, Chris Wissman (B.A. ’91 Radio-TV) also graduated from SIU.
“I went to high school with Chris back in the ’90s. We’ve been friends since we meet in 1996, when I was a senior and he was a freshman. Both of us also went on to attend SIU Carbondale. After graduating from SIU, I was working in the provost’s office as an office manager when Chris posted that he was looking for a Business Administrator. Since we already knew each other, I texted him, we did phone interview a week later, and he hired me the next day. I’ve now been here for two years,” Martin said.
Dreyer and Steve Willi met when they were at SIU and reconnected years later at a party.
“During their conversation, Chris found out that Steven was doing web design and basically just said, “I need a web designer. Wanna come work with me?” That was his first hire,” Martin said.
According to Martin, hiring Chris Wissmann was a “happy accident.”
“A close friend of mine worked with Chris Wissmann, the former editor of the popular southern Illinois entertainment guide the Nightlife, and suggested we talk to him. Wissman has been an absolute stunner for us and is, quite frankly, roundly beloved by everyone in the company. Best recommendation anyone’s ever made to us for a hire,” Martin said.
Besides these Saluki Alumni, Dreyer has 13 other full-time staff members who work remotely around the country, along with a number of freelancers and subcontractors.
Since its founding in February, 2013, Rankings.io has racked up major growth and major awards. In 2014 their revenue was $300K and in 2018 is was $3M.
In 2018, Inc. 5000 put Rankings.io at #858 out of 5000 on its 37th Annual List of America’s Fastest-Growing Private Companies, and in 2019 they won an Upcity Agency Excellence award, which Upcity presents annually to the top 1% of agencies on the Top Local Agency Marketplace.
In addition, Rankings.io is an official member of the Forbes Agency Council, and is published on Forbes.com and on Moz.com.
“My company only does SEO. The reason for that is because it takes extreme focus in order to get results in a very competitive market like the legal vertical. So 9–5 hours don’t apply at our company. We’re going to answer emails late at night, we’re going to give our clients open access SEO consulting because we think of our relationship as a partnership,” Dreyer said.
As to his time at SIU Carbondale? Dreyer has fond memories.
“First of all, I’d like to give a shout-out to Susan Denison, my cooperating teacher when I student-taught at Herrin Middle School. She was a very organized and detail-oriented educator and that was something that I carried over to my own company, where we’re very systems and processes-oriented,” Dreyer said.
Dreyer said the methods of instruction that he learned while studying to be a history teacher were invaluable in running his own company.
“I generally hire folks with well-rounded SEO skillsets here, devoting time once they’re onboard to refining and sharpening those skills, so having a background in Education has been crucial in that area,” he continued.
Dreyer also said he would argue that his time as a student teacher (and teacher after graduation) may have prepared him for a bigger foe: stage fright.
“Having spent that time standing in front of a room full of eyes, I learned not to freeze up and crack under that pressure. That’s been invaluable to me as a CEO and as a salesman,” Dreyer said.
As to Dreyer’s favorite non-academic part about attending SIU Carbondale?
“Saluki basketball games, without question. I know it’s not an original opinion, by any means, but the atmosphere at the SIU Arena is simply second-to-none,” he said.
As to the future? Dreyer and Martin both echo the same sentiment: they want Rankings.io to lead the legal SEO industry with an ethical approach.
“I founded Rankings.io on the idea that dominating the SEO industry didn’t have to be a zero-sum game. I could help my clients and myself; I could lead with integrity and transparency,” Dreyer said.
In addition to leading a successful company, Dreyer considers himself a giant nerd: he’s a 4-time Legend of 5 Rings CCG –Kotei Winner and one of the top ranked players in the world. He’s also a poker rounder, loves mud runs, and has published four books. He and his wife, Jenna, live near St. Louis.
On his watch the company will continue to sponsor little league and swimming teams, and school fundraisers.
For more information about Rankings.io or Martin, Willi or Wissman, please visit their website.
“Salukis in Business” celebrates the our Saluki Alumni who have taken the risk to go into business for themselves.
If you’d like to be the focus of this weekly feature, or nominate someone you think we should feature, please email us at alumni-socialmedia@alumni.siu.edu.
