Hyperlinks are important for targeting keywords because they act as a bridge between webpages. They tell search engine crawlers what the content of each page is about and how it's related to other pages on the same website or other websites. A strong hyperlink structure that uses relevant anchor text to link from page to page helps Google understand the context of each page, resulting in better rankings for pages that use keywords in the links. This makes it easier to target specific keywords and increase visibility for those terms. Additionally, it helps create a positive user experience, as users can easily navigate from one page to another related one.