The way search engines work is they want to find the best answer to their user’s query.
“Pizza in new york”
“Hotel in london”
“Best smartphone”
And so on.
Search engines employ a number of techniques to expand the query, so “hotel” and “accommodation” and “apartment” might be considered synonyms in some cases.
They then employ a whole different set of techniques to decide how relevant and how authoritative your website is.
But ignoring that, what you want is for your page to “smell” like it has the right answer for the question.
So what you put in the “SEO target” field in each page in Sparkle is what you would want that page to answer. Not a random set of unrelated keywords, but the search query (“keyphrase”).
You then run the SEO assistant, and Sparkle will tell you how to change some specific parts of the page to match that query, to “smell right”.
If you have different unrelated keywords, turn those into what you think people would search for, and build a separate page for each of those.
Now since one of the techniques search engines use to measure whether your page is a good answer is how fast the visitor clicks the back button (they measure that indirectly but they try to), the page needs to be as good as possible in answering that specific question.
Incredible simple and incredibly hard to get right.