C3000 isn't blocking website

Windows. V2.02.22 firmware with Comcast (latest).

1. I clicked on the Advanced tab on top.
2. I clicked Security in the left-hand navigation bar.
3. I clicked "Block Sites" in the menu that opened.
4. I set Keyword Blocking to Always.
5. Where it says "Type Keyword Or Domain Name Here." I typed the domain name "hero-wars.com" and "hero-wars.com/"
6. I did not click to allow a trusted IP to visit the site.
7. I clicked Apply at the very top.

Even though hero-wars.com is an http website (not https or a secure site that encrypts anything) the router is not blocking that site.