I see this question a lot (not about who is the expert, but is DNN SEO Friendly). IN particular, the google search results for DNN seo contains a lot of old, outdated threads that pillory DNN for being DNN unfriendly, but these threads all relate to old, uneducated reviews of DNN 2.0. As a general rule, you can't really listen to the advice of 'SEO experts' who know nothing about DNN, because generally they have their own barrow to push and will suggest you create a website from a pile of Html files on a server.
DNN is just as capable of being SEO friendly as any other website framework, *BUT* good results will depend on good inputs. You need to consider your:
- skin : can be optimised for indexing by pushing the most relevant content to the top of the html
- menu system : menu systems heavy in javascript and which don't show the links as plain old <a> tags aren't good. This includes the solpart menu which has been a standard menu for a long time.
- urls : you want the best Urls you can generate, ideally allowing for removal of all extraneous information (read : tab Id's) and putting in good keywords for your page
- modules : some modules are better than others for displaying your content to search engine robots, and getting your content indexed
- duplicate pages : it's easy to create a lot of duplicate content (having the same page reachable by different urls) with DNN and this will hurt your rankings badly.
- internal linking : the standard links modules and inline-link insertion in the FCK editro creates 'linkclick.aspx' style Urls, which don't encourage good internal linking in your site.
Finally, you need good content and an effective link building strategy, but this applies to all websites.