Online retailers are increasingly using search engine optimization (SEO) to draw consumers to their site in a cost-effective manner, but one industry expert says some sites need to choose a more SEO friendly "shopping cart."

Tim Scott, director of ecommerce for shopping cart software company SearchFit, says not all platforms are equal when it comes to search engine optimization (SEO).

In an interview with Practical eCommerce, Scott said retailers need to learn the basics of search engine optimization (SEO) and use that knowledge to make sure the shopping cart platform they plan to use will help increase site optimization.

"Currently, there are several hundred shopping cart platforms, many of which are missing important features like complete control over page names, titles, meta tags, headings and highly configurable automatic site maps," Scott told the news provider. "Many have inherent architecture structural problems that make the sites they produce under-perform in search engine rankings."

A study earlier this week from Internet Retailer found that an increasing number of retailers are using search engine optimization (SEO) as a cost-effective way to increase traffic. According to the study, 55.3 percent of retailers plan to increase search engine optimization (SEO) this year while only 24.2 percent plan to increase paid search.