Article after article puts old wine in new bottles, in many cases this does more to confuse than clarify.

FORBES: Engagement and Performance: Old Wine in a New Bottle

Joyce, of The Bradford Group, and other advertisers interviewed for this article declined to specify the exact conversion rate, but Schock, of Google, puts it this way: The higher up a company is ranked in the search query and the higher the frequency of consumers Googl-ing a certain term, the better the chances of landing a sale.

FORBES: Royal Wedding Search Frenzy Hits Google

The remainder of this article is a step-by-step guide to building those lifeboats in the simplest way possible: using puts on a broad market ETF.

FORBES: Sailing into a Storm