SportClinicFinder.com
Canada-wide sports clinic directory helping patients find physiotherapy, chiropractic, massage, athletic therapy, and sports medicine clinics. Every province and territory covered. Search by city, injury type, or specialty — with insurance details, Google ratings, and direct booking links.
- 12,770 active clinics indexed across Canada
- 521 cities — every province and territory covered
- 245+ SEO pages: city, province, injury, and specialty combinations
- Clinics can claim their listing to keep their profile current
The problem
Someone tears a hamstring on a Tuesday. They want a physiotherapist near them who takes their insurance and has an appointment this week. In Canada, finding that means Google Maps, a dozen clinic websites of wildly varying quality, and a lot of phone calls.
There was no single, national, searchable index of sports-medicine clinics.
What it is
A directory of 12,770 clinics across 521 cities, covering every province and territory. You can search by city, by injury, or by specialty — physiotherapy, chiropractic, massage therapy, athletic therapy, sports medicine — and each listing carries insurance details, Google ratings, and a direct booking link where one exists.
Clinics can claim their own listing, which is how the data stays current without me maintaining 12,770 records by hand. A verified claim now auto-upgrades the listing and triggers the owner notification flow.
Why it’s interesting as a build
A directory is a good stress test for AI-assisted development because the hard parts aren’t the interface — they’re data acquisition, deduplication, and scale.
- Acquisition and enrichment. Clinic data is scattered across provincial registries, Google Business Profiles, and clinic sites that range from modern to abandoned. The enrichment pipeline scrapes and normalizes, and it has to fail gracefully on the many sites that are broken.
- Programmatic SEO, honestly. 245+ pages across city / province / injury / specialty combinations. The trap with programmatic SEO is generating thousands of thin pages that Google correctly ignores. The pages have to answer a real query for a real person.
- Indexing at scale is its own discipline. This site went from roughly 15,000 indexed pages down to about 1,000 after a Google core update, and getting that back was a months-long exercise in sitemaps, canonical hygiene, and content depth. Directories live or die on indexing.
What it taught me
Programmatic SEO is not a content-volume game — it’s a usefulness at volume game. A template that produces a genuinely useful page for every city is worth building. A template that produces a page merely containing the city’s name is worth nothing, and Google will eventually tell you so.
I wrote up the build in more detail: how I built a sports clinic directory with AI.