Your goal should be to write your resume with both robots and humans in mind. Many organizations use Applicant Tracking Systems to sort and vet resumes, before hiring managers ever take a look at them. This means that you could have the best experience and qualifications in a whole field of candidates, and a pretty decent resume besides, but your information will fall through the cracks if your resume doesn't contain the right keywords . Good keywords will refer not only to your experience but to the job description in the posting as well.
I do not want to offend anyone but even employers have likes and dislikes, that is why it is important to not only research the company but also the culture and the people employed there. The employer is not in the position to give you a job they want to solve a problem which hiring the best candidate to fill the empty position, it is your responsibility to convince the employer that you are the best candidate for the position and they will be observing the way you present yourself, speaking, walking, wardrobe and any other flaw to rule you out regardless of how good you look on paper you also have to look even better at the interview to demonstrate your qualities, skills, uniqueness, education etc.
In the hiring world, there's no greater turnoff than a resume laden with errors. Similarly, if your fonts and italics usage are all over the place on the document, your potential employer is bound to notice that sloppiness. Before you submit your resume, examine it thoroughly for stylistic consistency. This means that if you bold the name of a previous employer in one section, you should do the same in another. And though the following should go without saying, for the love of grammar, run your resume through a spell-checking program to ensure that the words it contains are, well, actual words.