I'm in the same boat as you!
First, I looked at sociology program rankings in conjunction with location. In my opinion, this is extremely important because if I'm going to be in school and away from family/friends for the next 5+ years, I want to be happy with where I'm at. From there, I generated a list of 15-20 universities and created an Excel sheet. Then, I looked for faculty members who had similar interests as mine and checked their program's admission statistics to see if my GPA/GRE credentials were in the ballpark. I was able to narrow down my list to about 10 programs, and I plan on applying to those 10.
If you're able to find 2-3 faculty members per program who have similar interests, have competitive credentials, and can see yourself in that town/city for several years, I don't think there's a right or wrong way to go about narrowing down your options. I hope my strategy helped, nonetheless!