Probably stating the obvious, but make sure you are visiting schools that fit within your budget and ideally a broader range of acceptance rates. It is nice to love a likely/safety.
We found the website Daytripper University to be quite helpful, as it talks about the areas around each campus popular with the students and families. One more resource to get a pre-visit feel.
The Fiske Guide to colleges and the Princeton Review book also helped our kids add and eliminate schools and narrow down a huge list to about 10 or so that we visited for each child. We also did initial visits to local schools - ie: state flagship, small liberal arts for size and campus culture thoughts.
We started in grade 10 with what they thought they wanted (Calif dreaming) and they ended up East! We found it super helpful, as they had time to think about what they liked and wanted in a school without feeling the pressure.
Adding - my kids also were sensitive to where students from
their high school attended - good and bad, as they made broad sweeping generalizations - but it helped to narrow too.