Have to disagree with this. Yes, if your BA isn't from a well regarded school, you should apply to MA programs. But why would you not throw out at least a few PhD applications? There are plenty of people here, myself included, who went to absolute no-name schools and yet got into decent PhD programs. Even if you get into a non-ranked program, you can always try to transfer to another program after earning the MA at that non-ranked program.
My advice, then, is to keep many options open. Apply to PhD programs, apply to MA programs, apply abroad, apply in the US and Canada, etc. But fit seems very important, and I think I underestimated the role of fit in my own application process. I don't think it's a coincidence that I got accepted to my best fit and nowhere else, and I see now that there were schools that I would have a close fit to that I didn't apply to, and I regret that.