Normally, I would say use Cast to coerce the string to a number and so enforce a numeric sort. But I keep getting pulled-up for posting solutions that are only compatyible with the latest versions of MySQL and PHP. So, I've got one that I am sure is version independent.
"SELECT Max(hits + 0) FROM counter"
MySQL dynamic typing responds by converting hits into an unsigned int, adding zero changes only the type. You should now get numeric comparison and sorting.