The digital presence of large academic institutions, especially those with multiple campuses, colleges, and departments, plays a pivotal role in delivering information to a diverse audience. This study aims to evaluate the web presence of the University of the Philippines (UP) through a comprehensive audit focusing on website structure, content consistency, user experience (UX), search engine optimization (SEO), mobile responsiveness, and performance. By assessing the digital landscape across UP's different levels, the study offers insights into the effectiveness of web navigation, branding uniformity, and accessibility.
In today's digital age, a university’s web presence is a critical component of its communication and public engagement strategy. For a higher education institution (HEI) like the University of the Philippines (UP), which is spread across multiple constituent universities (CUs) and offers a wide range of academic programs, research, and services, the website serves as the primary portal through which various stakeholders—prospective students, faculty, researchers, alumni, and the general public—interact with the institution. The complexity of UP’s multi-campus structure, diverse academic offerings, and administrative functions make it essential for its digital presence to be not only comprehensive but also well-organized, accessible, and user-friendly.
Despite the increasing reliance on digital communication, large academic institutions such as UP often face challenges in maintaining a consistent, navigable, and unified web presence across their constituent units. Without a clear structure, cohesive branding, and seamless navigation, users may struggle to access crucial information, impacting the university’s ability to effectively communicate its mission, academic programs, research contributions, and community engagements.
Our study is motivated by the need to evaluate and optimize the web presence of UP, ensuring that it aligns with modern standards of web design, usability, accessibility, and search engine visibility. By conducting a detailed analysis of UP’s websites, our study aims to identify areas for improvement, provide actionable recommendations, and ultimately enhance the digital experience for all users. Our findings will contribute to UP’s efforts to maintain a strong, coherent online identity, further reinforcing its role as the Philippines' research university and a national academic leader.
Our study is not merely a technical evaluation but a strategic initiative to ensure that UP’s web presence effectively supports its academic and institutional goals, fosters engagement, and reflects the excellence and prestige of the university.