Did you queue for a specific language? If you queue for say, only French while they do as well, queues are near instant.

The thing is, the Developers added a rank-matchmaking system because of the rampant win traders for free pvp gear and rank. Granted, people still can win trade, but it takes much more effort so people are less interested in exploiting it.

Back in the end of 2.2, the Party Finder was FULL of Wolves Den trading for pvp rank, it was really gross to see, and seeing it gone brings more spirit back to pvping.