I'm on my second go around as well. I only applied to one school during the 2009 season, and I ended up getting rejected. Truth be told, I didn't put a lot of effort into that application, so the outcome wasn't a big surprise. My research interests were not in tune with the institution I applied for, but I still applied because it was the only university in my city. I think adcoms have a way of figuring out you are only applying to a school because, well, there is no other choice.
The rejection turned out to be a blessing in disguise: I had originally applied to do my M.A in English Literature, so when I got rejected, I decided to apply to a completely different program: TESL (Teaching English as a Second Language). I got accepted right away, but the school was in a different province, so I ended up selling everything and moving there. I graduated a few months ago, and I loved every minute of it. I discovered I had a passion for language learning/second language acquisition, so now I want to continue in that field which is why I'm applying to do my M.A in Applied Linguistics.
This time around, I'm also applying to one school, but in a different field. I spent months working on my application, and I definitely feel more confident. Grad school is a highly competitive process, so if I don't get in this year, I'm sure there will be something good waiting around the corner.