I applied last year, but I can attest to how I narrowed the schools down.
25% of my final schools were schools that I felt I probably wouldn't get into, 50% where schools were I had a decent chance to get into but not fully solid, and 25% were schools I felt I had a great shot whether it was an in-state school or a new school that is yearning for any applicant that has heard of the place.
Then, I used Google, SDN, and the schools website to narrow my choices down. I focused on NAPLEX passage rates, location, emphasis on student rapport and faculty teaching talent, etc. Everyone has different focuses of course.
I wanted to apply to 12 but some schools were compatible with me and I messed up on some of the deadlines. I ended up with 6 completed applications to schools that I felt would be suitable places to spend $100,000.🙂