That site is terrible. I chose “the squeaking sound chalk sometimes makes” and picked “Concept” as the first thing. It asked me 20 questions that only apply to physical objects, like “Is it larger than a microwave oven.”
Yeah, this made sense to me. It took me a minute but I got there. The general strategy is "binary search" which doesn't make for a good article :p. Also, the details of actually implementing the strategy are difficult so an example was useful for me (not that I will ever play this game, but hypothetically...)