Repeatedly changing 301 redirects twice a year

We have two domains, one for each event, pointing to one website which we update in the spring and fall for each event. The team does a 301 redirect each time, flipping back and forth between the two domains.

How do I explain that this is bad (is it that bad? not sure exactly why it’s bad but I just know it’s generally bad to change URLs) What happens each time the URL changes — Google needs to reindex the site and it takes a couple weeks to recover from the change?

Is there an actual reason for doing this? Why not just have one domain that keeps both events information live with clear dates?

You could explain it to them like this: you are never building sustained authority in Google as your link equity is diluted through 301 redirects.

Mismatching incoming anchor text does hurt page rank causing your website to lose rankings. So if you have incoming anchor text specific to the spring event website and you redirect that toward the fall event website, you will lose rank over it.

It can take Google 2-6 weeks to fully recrawl and re-rank a website in search. It’s possible that G hasn’t even reevaluated the domain by the time the event is over.

It’s better to just have one website that’s always live with clear dates for people to understand. Update the home page to reflect which event is active currently.

Switching domains resets SEO signals and lowers visibility.

It’s better to stick with one main domain and create event specific pages. That way you keep all the SEO power in one place while still updating content for each event.

A much better approach would be to pick one primary domain and keep it. For different events, you could use folders (like yourdomain.com/event1, yourdomain.com/event2) or sub-sections (event1.yourdomain.com, event2.yourdomain.com) on that single, consistent domain.

Constantly changing the core domain makes Google treat our site as a new, unestablished one each time, causing a significant and repeated loss of search ranking power and confusing our audience.