Twitter is optimizing the way we search for tweets and, more importantly for its future, giving companies fresh opportunities to advertise within a Twitter conversation stream. Much of this was announced a few weeks ago when Twitter unveiled its “Promoted Tweets” advertising platform. Here’s the two biggest changes it will bring:

First, we can now search for a tweet based on how popular it is on Twitter instead of how recently it was posted. Interested in seeing what people are saying about the UK elections, for example? Now a search for, say Gordon Brown, on Twitter search will give the most retweeted tweets at the top of your list instead of the most recent as shown:

Second, “promoted” tweets for advertisers will get excellent play, at the top of the search list. The details of this service are still beta, as Twitter still isn’t sure how to do it without being overly imposing.

If your interested in seeing specific details to changes, when they will be optimized, and the issues surrounding the change, then you should check out this analysis by the search whizzes at Search Engine Land.

But once all the kinks have been worked out it should be a boon for social media marketers as it will allow for much more accurate monitoring of Twitter conversation and history, and it could bring some big opportunity to companies looking to improve their customer relations too.