Standard practice is insulation on the floor of the attic. Loose fill stuff tends to settle and get blown around; I prefer batts.
Some specs call for an unreasonable amount of insulation; I don't recommend overdoing it unless you are in a VERY cold climate.
Some sources say that insulating the roof rafters shortens the life of asphalt shingles, and some shingle manufacturers will not honor a warranty if you do that. One thing you can do - and I intend to do, here in SoCA - is add foil insulation to the underside of the rafters. Leave vent space of a couple inches at top and bottom. Even so, it will provide some radiation reflection and insulation value.