You can hijack the moredelim key to bend listings to your will... sort of. See below.
Note that this approach is far from perfect. For instance, with the code below, any character sequence starting by every axis x and ending with label will be highlighted like a bona fide keyword does. However, you might be able to put it to good use.
related: How to add a keyword with a blank space in Listings package?

\documentclass{article}
\setlength\parindent{0pt}
\usepackage{xcolor}
\usepackage{listings}
\lstdefinestyle{mytikzPGFstyle}{
language = TeX,
basicstyle = \ttfamily,
keywordstyle = \color{blue},
frame = single,
moredelim = [s][keywordstyle]{every\ axis\ x\ }{label},
moredelim = [s][keywordstyle]{every\ axis\ y\ }{label},
}
\begin{document}
Success:
\begin{lstlisting}[style=mytikzPGFstyle]
\pgfplotsset{
every axis x label/.append style = {
font = \small
},
every axis y label/.append style = {
font = \small,
rotate = -90,
xshift = 0.5em
}
\draw node {every, axis, label, x};
}
\end{lstlisting}
Failure:
\begin{lstlisting}[style=mytikzPGFstyle]
every axis x foo label/.append style = {
\end{lstlisting}
\end{document}
:every axis x label:and so on... Listings can highlight everything between the colons (without printing them of course). See this question. – guillem Nov 20 '12 at 07:21