I was lucky enough to have two professors at my undergraduate institution who each read several drafts of my SOP. Both told me to include a paragraph at the end of my statement specific to the program in question, where I might comment on the fit between my project and the program at large. Depending on the school, this meant a range of possible comments, from the character of the program to specific resources available. But my professors also told me to identify two POIs within each department that I would like to work with, and to demonstrate that I understand the individual qualities of their work. (To give an example, one of these comments read something like "Prof. X's work integrates material and historical concerns as I aspire to in my own work.")
This strategy seems to have worked out well for me. I doubt that it's the sole source of my success this season, but I'm into two Ivies and change.
Best of luck!