SELECT keyword,
        ams as ams,
        competition as competition,
        cpc as cpc,
        /* KW DIFF. ALGO */
        IF(ams IS NULL AND cpc IS NULL AND competition IS NULL,
            NULL,
            GREATEST(if(ams>999999,
                /* PONDERATE USING MOST VOLUME & CPC */
                (if(ams>200000000,99,LOG(200000000,ams)*99)*10+
                if(cpc is null or cpc =0,0,if(cpc>3000,100,LOG(3000,cpc*1000)*100)))/11
               ,
                /* PONDERATE WITH COMBINATION OF CPC, CMP & VOLUME */
                (
                    if(ams>0,
                        if(ams>1000000,99,LOG(1000000,ams)*100)+
                        if(ams>500000000,99,(LOG(500000000,ams)*100))*2,
                       0)+
                    if(competition>0,competition*100,0)+
                    if(cpc>0,if(cpc>3000,100,LOG(3000,cpc*1000)*100),0)*3
                )/7
            ),5)
        ) as "difficulty"
    FROM keywords WHERE keyword like "amore"