Sorry but you're holding it wrong if you don't search intentful enough.

NL queries return poor results if the content creator didn't create it with searchers in mind. Most of these sites also often have a very poor UX.

There's of course a larger incentive to optimize for popular stuff, especially when there's commercial intent (or implied commercial intent by the absence of informational intent).

Bad search results can be opportunities, and many new bloggers focus on this right now which is why they often appear first in search results before the actual experts.

But it would only take experts to improve their content to outrank them because expertise and trust are also ranking factors right behind UX, and if you have both you win. Expertise alone just isn't enough.