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That can be a real-time filter that edits the products shown on the page without switching URLs. However, there are probably quite a number of searchers looking for ski boots by brand. This is worthy of its own optimized landing page. Search engines follow the filters that lead to unique URLs, which helps get these filtered product pages into the search results, and provides a greater likelihood that the products will end up in the search indexes as well. Okay, so what do you do if, for whatever reason, you cant create filters or on-demand image loading? That puts you back into splitting your products into page 1, page 2, page 3, etc. If thats you, there is still some hope. Use the rel=prev and rel=next tags on the links to the pages before/after the current page. I suggest you keep your optimized content only on page one, so its not competing with duplicate content on the other pages. Just make sure you use the canonical tag on that first page, as it is often the case that the first in a string of pages can be accessed by two different URLs: site.com/ski-boots/ (this is your canonical URL) The canonical tag makes sure that only the URL you want is indexed.
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