How to Extract Competitor Reviews from Trustpilot (JSON-LD Method)

#javascript #webdev #tutorial #productivity

Your competitor just got 50 new reviews on Trustpilot. Are they positive? Negative? What features do customers love? What do they complain about?

You could read them one by one. Or you could extract all of them in 30 seconds.

Why Trustpilot Data Matters

Trustpilot reviews are gold for:

Competitive analysis — what customers love/hate about competitors
Product development — find feature gaps from competitor complaints
Sales enablement — "their customers complain about X, we solve X"
Market research — understand customer pain points at scale
Reputation monitoring — track your own brand's review trends

The JSON-LD Secret

Most scrapers parse Trustpilot's HTML — which changes frequently. But there's a more reliable method: JSON-LD structured data.

Every Trustpilot business page embeds structured review data in a <script type="application/ld+json"> tag. This is machine-readable data that Trustpilot provides for Google's search results.

// Inside every Trustpilot page
{
  "@type": "Organization",
  "name": "Company Name",
  "aggregateRating": {
    "ratingValue": "4.2",
    "reviewCount": "1,847"
  }
}

And each review page contains:

{
  "@type": "Review",
  "author": {"name": "John D."},
  "reviewRating": {"ratingValue": "5"},
  "reviewBody": "Best customer service I've experienced...",
  "datePublished": "2026-03-15"
}

This data is stable, structured, and designed to be machine-readable. It rarely changes format because it follows the Schema.org standard.

Extracting Reviews at Scale

The flow:

Fetch the business page → extract aggregateRating from JSON-LD
Paginate through review pages → extract individual reviews
Structure everything into clean JSON

Each review gives you: author, rating (1-5), full text, date, title, language.

What You Can Do With This Data

Sentiment Analysis: Feed 1,000 competitor reviews into an NLP model. Get instant breakdown: 40% praise speed, 30% complain about pricing, 20% mention customer support.

Feature Matrix: Extract every feature mentioned across 5 competitors' reviews. Build a comparison matrix based on real customer feedback, not marketing pages.

Trend Detection: Track review sentiment over time. Spot when a competitor's service quality drops (more 1-star reviews) — that's your moment to poach their customers.

Try It

I built a Trustpilot Review Scraper on Apify Store that handles all of this. Enter a Trustpilot business URL, get structured review data.

Part of 77 free data tools for market research, competitive intelligence, and lead generation.

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