This is my 3rd application cycle and I switched up my approach completely this year and it seems to have really paid off (four phone interviews, two acceptances while still waiting on the other two). In previous years, I chose where to apply primarily based off of location/school reputation and tried to match my interests as best I could to those programs. For example, schools with reputable programs that were close to home and/or places I thought could be cool to live for 5 years, I applied to and did my best to stretch my interests without deviating too much from my actual interests to fit at least somewhat what some of the faculty were doing there.
This year I took time to really figure out what it was I wanted to research and what I could see myself being passionate about (not just saying I was passionate about it in my SOP, but actually truly passionate) and then in the summer I took a few weeks and went through the entire graduate database on SIOP, taking the time to visit each program's website to look at the research interests of the faculty. I made a spreadsheet with all of the programs with professors doing research that was similar to or connected to what I wanted to do (having specific research ideas really helped cut the list down to a manageable amount).
From there, in early October, I took the time to send a very professional email to each of my POIs at the different programs, giving them a brief background of myself , briefly explained my interest in their research and asked if they were planning on accepting any students next fall. I think sending the emails early in the fall is a good idea because it lets them know you're being proactive about your applications and aren't waiting until the last minute. Also, I made sure there was nowhere on their websites that stated they were accepting a student before I emailed them. In some cases, I mentioned specific papers they had published, if in the discussion section in their ideas for future research they mentioned anything having to do with my research interests. In most cases, the replies I received were very positive and welcoming. A few let me know they were not going to be accepting a student, which allowed me to drop that program from my list, and I did get a few no replies.
After that process was completed I was left with a list of 13 programs to apply to, all of which there was a strong fit between my research interests and at least one faculty member's research. My approach towards selecting which programs to apply to was not the only difference in my applications this year, but I definitely think it played a major role in why I've seemed to have more success this year than in previous years.