You are right to suggest that parents could use help knowing where to apply. That's the service that people wanted more than anything during my brief adventure in consulting. It was also the one that I felt the worst offering. Every school is different. Every school is a little weird. I don't think anyone can tell a kid where he'd be best off going to college.
Sure, you can read up on what the different guide books say and offer an opinion, but it's still a shot in the dark.
My advice to kids is always to go visit and see if they could see themselves hanging out on campus there. When I was in high school I visited about 20 colleges with my family. They all looked nice, but none of them inspired my imagination. When I visited Princeton, after I was admitted, I got the sense of a place full of people much, much smarter than myself. I felt like I'd somehow been invited to Hogwarts or the Jedi Academy. That sense of disbelief was what cemented my decision. I figure that's as good as method of picking a school as any.