I think it's improved massively for rural players, but if you live way out in the middle of nowhere, I don't know how to help the pokestop/gym situation.
There have been plenty of events (one ending tomorrow) in which Pokemon spawn literally everywhere. I usually only see one or two Pokemon at my house at any given time, but this event had three or four spawns when I would boot up at my house. Even then, the spawns were usually Pokemon that were rarer or that I didn't see that often.
The research option now allows for rural players (and anyone really) to participate in little sidequest missions that ultimately end in getting a legendary (thus far). I've gotten two Moltres just by doing those, so those who didn't have access to raids can have the ability to get legendaries. The mythic quest can still be a bit rough on rural players since some tasks revolve around raids or pokestops or something very specific, but overall, I think research has been a great addition to POGO.
As for Pokemon in nature- POGO was created to get people out of their homes/comfort zones and meet other people/travel to new destinations. It's more likely that Pokemon spawn where there is a lot of cell phone activity (at least, that's what research on the game has shown) so going out in the middle of the woods may not gain you a Pokemon.
There are still problems, the aforementioned lack of pokestops/gyms in some areas make it difficult for some players, but I think it's vastly improved since day 1.