Start with goals, values, wants, likes. What kind of experience do they want to have? What are their interests? What do they
not want, what are the limits and parameters beyond stats?
In a way, it's much more interesting once your kid is out of T50 or T100 territory.
Who do they want to be in the world? What are they looking for?
FWIW I have two kids who went to schools outside of the US News rankings -- one at a private college that features in the "regional" rankings and one somewhere in the T200. They've both had really wonderful experiences, have excelled in their courses of study, have had amazing internships, etc etc. So - I'm not just blowing smoke
Good luck!