http://www.usnews.com/education/best-colleges/articles/how-to-use-the-rankings-wisely
“Many other factors, including some that can’t be measured, should figure in your decision – such as the school’s cost, the availability of financial aid, course offerings, activities, the feel of campus life and the setting and geographic location. College visits, if possible, can prove invaluable, too.”
“The rankings should not be used as the sole basis to decide to go to one school over another school, but they are a source of useful information about colleges that is otherwise hard to obtain and will help you narrow your search to a small number of colleges that are a good fit. The rankings should be used as just one tool in the college search process.”