Talk to counselor of course, since apparently most people have good counselors for this. I didn't. My counselor didn't even know that I was going to college, or that I was on track to get into college, and possibly that I even existed until I told him I needed my transcripts sent. I've talked to the other counselors more than I have my own. I don't even think the guy really does his job too much, I think he just goes home and smokes pot all day, but I could be wrong.
I did the same search. Started looking at schools by majors. Then looked at which ones had the best rankings some. Looked at what each program offered. Then looked at where the best opportunities were at each college. Then of course visit them, and see if they are somewhere you actually want to be.
I only applied to 4 schools.
1 Reach, University of Texas- Austin, 1 match, Northwestern, and 2 safeties, UW-Madison and University of Missouri-Columbia.
Some schools may begin recruiting you. MIT, Brown, and Marquette recruited me some. Marquette was the only one willing to offer a full ride scholarship, MIT "guaranteed acceptance", and I have no idea what the hell Brown's intentions were.
Just stay in the top 10% of your HS Class with an unweighted GPA greater than 3.80, and try to score 28 or higher on your ACT, and you should be pretty good in regards to getting into colleges. On the Apps, some people just list a bunch of crappy extracurriculars. They want to see something you've been dedicated to long term over being in everything, like I'm in Key Club, National Honor Society, Debate Club, Model UN, Volunteer Club, volunteered 400 hours, did 2-3 service projects...blah blah blah....they are going to see right through that. Especially at the highly selective uni's like Harvard, Yale, Princeton, they will just call that kid a loser that was application padding, and they'll just think the kids a loser and reject him. They want to see something like playing on a varsity sport, playing it a long time throughout your life, being a captain on it, Eagle Scout/Gold Award are things they love, etc. They just hate those kids that found clubs for no other reason than to pad their applications. They have a good eye for that stuff.