Keyword Research & Visualisation with Voxel

I have been in SEO for around 15 years now. And for as long as I can remember, I have always thought about how laborious it was to visualise, split, theme, tag and order the keyword research I conduct on a daily basis.

“There must be a way to do this keyword research and then easily visualise the opportunities” I thought to myself.

Maybe it was laziness to build something, maybe I just didn’t know how to, but last year, when I started thinking about potentially building a tool myself, Daniel Axelsson and his proprietary tool Voxel glared me straight in the face at BrightonSEO.

We got chatting and I soon realised this is exactly what I was looking for.

What’s so good about Voxel?

Quite simply, Voxel speeds up the gathering, clustering, tagging and opportunity scoping for any given size of keywords.

I use it to collate queries alongside tools like Keyword Insights and Also Asked and then use Voxel to cluster, segment and visualise the data. It then spits out some awesome visuals corresponding to how you have segmented the data. Let me show you some examples. 

Main Features I Use

  • Keyword collection
  • Keyword Grouping
  • Market Sizing
  • ROI Forecasting
  • Opportunity Visualisation

Using the tool

In this article, I’ll be walking through a demo of how I used Voxel to analyse the JD Sports website and identify areas for SEO optimisation. You’ll see firsthand how easily the tool handles keyword collection, categorisation, and analysis.

Collecting Keyword Data

The first step I used was to input a domain into Voxel to start collecting relevant keyword data. For this demo, I chose the JD Sports mobile site (m.jd sports). 

Voxel scraped the site and pulled in keywords associated with the domain.

You have options like using your own keyword list or letting Voxel generate ideas based on the domain input. For speed, I used the “Domain Ideas” feature which returned keywords like “tracksuit bottoms” in addition to brand terms. 

domain ideas

You can also input specific URLs, Google AutoComplete or manually gathered keywords to expand the data set. As well as combination lists which I will gather in another post. Think previously created Google sheets that generated thousands of keywords by mix and matching keyword variations.

URL ideas

The tool then goes away and collects all of the domain specific keywords it knows about for the domain you provided it. As I stated before, this was just a quick way of showing you how the tool works in the video, you can add keywords from whatever sources you wish by copy and pasting them into the “Exact” keyword option.

You will then be presented with a list of keywords, in the first batch the tool found 1,933:


Organizing with Tags

Once you have your keywords, it’s time to organize them. Voxel allows you to create tag groups that emulate your site structure. For JD Sports, I created tags like “Men’s”, “Women’s”, “Children’s”


The auto-tag feature is extremely helpful – it analyses all your keywords and intelligently assigns them to your predefined tags. 

generate tag group

This tagging feature uses keyword clustering using SERP similarity per keyword to group keywords together.

generated tag groups

Here is a step-by-step guide for tagging keywords in the Voxel tool:

  1. Collect your initial keyword data by inputting relevant domains, URLs or keyword lists into Voxel.
  2. Organise the keywords into logical categories or “tags” based on how you want to structure the data.
  3. Set up your first high-level tag groups. Usually based on existing site structure.
  4. Manually check that keywords have been tagged correctly and refine as needed.
  5. Continue adding more specific sub-tags as required.
  6. Re-run the auto-tag process on the keyword to classify additional keywords and get ideas on how keywords themes could be organised.
  7. Iteratively improve your tags and categorisation until all keywords are organised to your satisfaction.

Visualizing Opportunity

This is where Voxel really shines. Based on your tagged keywords, it provides visualizations that uncover opportunities. I can see things like the estimated monthly search volume and traffic potential segmented by my tags.

market demand

Charts show ranking distributions, top keywords, and demand trends over time – all filterable by category. The tool even estimates additional revenue that could be generated from ranking for more long-tail keywords.

Some example screenshots of the data you get are below:

ranking distribution
demand by sub topic

There are so many great visualisations that this tool produces for me to show them all but here are some market sizing slides I find really useful for showing traffic potential and impact from any work towards these keyword opportunities as a result:

Demand by trend:

Based on the traffic and keywords analysed, is the traffic demand increasing or decreasing.

demand trend

Market potential:

Once you have your keywords and themes mapped. You can assume a CTR based on the positions you want to rank for, plug in a conv rate and avg order value, and this tool will give you some estimations on the potential return.

market potential

Traffic forecasting and ramp up time visual:

Based on all of the potential traffic, you can forecast ramp up time before the work takes an effect and then what the traffic increase could provide in extra revenue.

revenue forecast

Exporting function

Adding some more magic, this tool then let’s you export this data directly to Google Slides where you can add your own commentary to the visualisations and have them ready to present within a much smaller time frame than doing all of this manually yourself.

You can also export this to an image file, but I find Google Slides the most useful.

demand by month

White label reporting:

Another feature I use in Voxel is the ability to white label the exported slides with your own branding colours. Within the tool, you can select different colour themes to apply to elements like the backgrounds, text, charts and graphs.

market demand

This allows you to fully customise the look and feel of the presentations before sharing them with clients. I changed my theme to match my company colours, so when the insights landed in Slides it was already styled professionally with my branding.

Competitive Analysis

competitive landscape

As well as many other visuals, one of the ones I use the most is the competitive landscape one as it clearly shows where the competition is against us vs all of the gathered keywords and queries.

In Summary

The Voxel tool streamlines the manual task of keyword research. Its smooth data collection and insightful visualisations surface actionable opportunities. Being able to analyse competitors side-by-side is extremely valuable as well as actually visualising the data.

If you’re looking to identify new avenues for growth, I highly recommend checking out the Voxel tool. It’s a powerful way to discover what searchers are really looking for and how you can better meet those needs while helping bring it all to life in a meaningful and visual way. 

Scaling keyword research and making sense of the data

BrightonSEO 2024 presentation

Scaling keyword research and making sense of the data Voxels CEO Daniel Axelsson had the opportunity to speak about keyword research and keyword analysis at scale at BrightonSEO. In this blog post we’ll cover his talk. Read about the talk


Speaking at brightonSEO again

Our CEO, Daniel Axelsson, will be speaking at BrightonSEO! Join us for his session “Building an automated content strategy: practical tips and best practices”. … Read More


Speaking at brightonSEO

Our CEO, Daniel Axelsson, will be speaking at BrightonSEO! Join us for his session “Building an automated content strategy: practical tips and best practices”. … Read More