During the question and answer portion of a Google Office Hours Hangout, one webmaster asked about interactive content and how Google evaluates the content on the page.
John Mueller said Google will evaluate the page based on the static content and not the interactive content.
Google does not crawl the site and fill out the form, or whatever other interactive element, and evaluate it that way.
Instead, Google will evaluate the page based on the static content not on the interactive content.
This discussion happens at approximately the 29:57 mark in the video.
John Mueller Hangout Transcript
How does Google evaluate interactive content like a quiz or questionnaire that helps users figure out which product or thing that they need? Would ranking still be based on a static content that appears on the page?
John (Answer) 30:12
Yes, the ranking essentially is based on the static content on these pages. So if you have something like a full page of questions, then we will essentially rank that page based on those questions, and that means if you have products that are kind of findable, after going through those, those questions, you should also make sure that you have internal linking to those products without needing to go through that question.
So it’s something along the lines of having a normal category set up on the website, as well as something like, I don’t know, a product wizard or whatever, you have to help the users make those decisions. I think that’s really important.
The questionnaire pages can still be useful in search if you recognize that people are searching in a way that they’re not sure which particular product matches their needs.
And you can kind of address that in the questionnaire and the text on the questionnaire, then those questionnaires can also appear in search as well.
But it’s not the case that Googlebot goes in and tries to fill out a questionnaire and sees what’s kind of happening.