I'll echo what most others have said here. Scheduling is one of the harder aspects to get a solid handle on. A few pointers I'll throw out:
1) I hate scheduling guaranteed losses for the SOS boost-I'd rather have the extra win against a top 50 or top 100 team.
2) In 3.0, I tend to wait until after RS1 to make any schedule. If recruiting is going poorly you don't want to end up with 4 losses in noncon because you had to take 3+ walk ons, or because you had to promise a bunch of starts in order to sign kids.
3) I try and schedule the 10 best teams I think I can beat. As rednu said, sims that are going to be SR heavy tend to do well-the exception to this is if they run zone, they tend to lose 4-6 more games than they would if they ran press or man, so I steer clear of sim zone teams.
4) To get an idea of where I stand, I'll copy/paste my team ratings into Excel and remove my seniors. Then I can look at who I'm returning and compare to other teams.
5) When scheduling sims, look to see if they have a bunch of other humans playing them. If you see they have 8 games already scheduled against top human teams, why play a team that's gonna go 0-10 or 1-9 in noncon?
Just my two cents.