diff --git a/src/blocks/map/frontend/static-map.js b/src/blocks/map/frontend/static-map.js
index 5f07aa9..725df93 100644
--- a/src/blocks/map/frontend/static-map.js
+++ b/src/blocks/map/frontend/static-map.js
@@ -5,6 +5,50 @@
  */
 import projectPoint from '../project-point';
 
+/**
+ * Elements inside a popup that can take focus.
+ */
+const FOCUSABLE_SELECTOR = [
+	'a[href]',
+	'button:not([disabled])',
+	'input:not([disabled])',
+	'select:not([disabled])',
+	'textarea:not([disabled])',
+	'[tabindex]:not([tabindex="-1"])',
+].join( ',' );
+
+/**
+ * Distinguishes popups across every map block on the page, so a pin's
+ * aria-controls always points at its own popup.
+ */
+let popupCount = 0;
+
+/**
+ * Build the accessible name for a pin.
+ *
+ * The pin's visible text is at most its number, which tells a screen reader
+ * user nothing about where it points. Prefer the marker's heading, and keep
+ * the number in front of it so the accessible name still contains the visible
+ * label (WCAG 2.5.3).
+ *
+ * @param {HTMLElement} marker       Marker block element.
+ * @param {number}      index        Zero-based marker index.
+ * @param {boolean}     numberedPins Whether pins display their marker number.
+ * @return {string} Accessible name, empty if the marker has no usable text.
+ */
+function getPinLabel( marker, index, numberedPins ) {
+	const title =
+		marker.querySelector( 'h1, h2, h3, h4, h5, h6' )?.textContent?.trim() ||
+		marker.querySelector( 'a' )?.textContent?.trim() ||
+		'';
+
+	if ( ! numberedPins ) {
+		return title;
+	}
+
+	return title ? `${ index + 1 }. ${ title }` : `${ index + 1 }`;
+}
+
 /**
  * Initialize a static map instance.
  *
@@ -29,18 +73,45 @@ export default function initStaticMap( {
 	const projection = mapDiv.dataset.projection || 'equirectangular';
 
 	let popup = null;
+	let activePin = null;
+
+	/**
+	 * Close the open popup, if any.
+	 *
+	 * @param {Object}  [options]              Options.
+	 * @param {boolean} [options.restoreFocus] Return focus to the pin that opened it.
+	 */
+	const closePopup = ( { restoreFocus = false } = {} ) => {
+		const pin = activePin;
 
-	const closePopup = () => {
 		if ( popup ) {
 			popup.remove();
-			popup = null;
 		}
-		Array.from( mapDiv.querySelectorAll( '.marker' ) ).forEach( ( pin ) =>
-			pin.classList.remove( 'active' )
+		popup = null;
+		activePin = null;
+
+		Array.from( mapDiv.querySelectorAll( '.marker' ) ).forEach(
+			( pinEl ) => {
+				pinEl.classList.remove( 'active' );
+				pinEl.setAttribute( 'aria-expanded', 'false' );
+				pinEl.removeAttribute( 'aria-controls' );
+			}
 		);
+
+		if ( restoreFocus && pin ) {
+			pin.focus();
+		}
 	};
 
-	const openPopup = ( marker, pinEl, index ) => {
+	/**
+	 * Open the popup for a marker.
+	 *
+	 * @param {HTMLElement} marker      Marker block element.
+	 * @param {HTMLElement} pinEl       Pin button for that marker.
+	 * @param {number}      index       Zero-based marker index.
+	 * @param {boolean}     viaKeyboard Whether the pin was activated from the keyboard.
+	 */
+	const openPopup = ( marker, pinEl, index, viaKeyboard ) => {
 		closePopup();
 
 		const content = document.createElement( 'div' );
@@ -51,20 +122,64 @@ export default function initStaticMap( {
 			)
 		);
 
-		popup = document.createElement( 'div' );
-		popup.className = 'hm-map-popup hm-map-popup--static';
-		popup.style.left = pinEl.style.left;
-		popup.style.top = pinEl.style.top;
+		popupCount += 1;
+
+		const popupEl = document.createElement( 'div' );
+		popupEl.className = 'hm-map-popup hm-map-popup--static';
+		popupEl.id = `hm-map-popup-${ popupCount }`;
+		popupEl.style.left = pinEl.style.left;
+		popupEl.style.top = pinEl.style.top;
 
 		const closeButton = document.createElement( 'button' );
 		closeButton.className = 'hm-map-popup__close';
 		closeButton.innerHTML = '×';
 		closeButton.setAttribute( 'aria-label', 'Close popup' );
-		closeButton.addEventListener( 'click', closePopup );
+		closeButton.addEventListener( 'click', () =>
+			closePopup( { restoreFocus: true } )
+		);
+
+		// Escape dismisses the popup and hands focus back to its pin.
+		popupEl.addEventListener( 'keydown', ( event ) => {
+			if ( event.key === 'Escape' ) {
+				event.stopPropagation();
+				closePopup( { restoreFocus: true } );
+			}
+		} );
+
+		// Moving focus out of the popup dismisses it. Focus has already landed
+		// on its new target by this point, so leave it there rather than
+		// restoring: because the popup sits directly after its pin in the DOM,
+		// Tab lands on the next pin and Shift+Tab on the pin that opened it.
+		// A null relatedTarget means focus was dropped rather than moved (a
+		// click on the card's own non-interactive text, say), which should not
+		// close anything.
+		popupEl.addEventListener( 'focusout', ( event ) => {
+			if (
+				! event.relatedTarget ||
+				popupEl.contains( event.relatedTarget )
+			) {
+				return;
+			}
+			closePopup();
+		} );
+
+		popupEl.append( closeButton, content );
+
+		// Insert after the pin, not at the end of the canvas, so the tab order
+		// runs pin -> popup -> next pin. The popup's own z-index keeps it above
+		// the pins that now follow it.
+		pinEl.after( popupEl );
+
+		popup = popupEl;
+		activePin = pinEl;
 
-		popup.append( closeButton, content );
-		mapDiv.append( popup );
 		pinEl.classList.add( 'active' );
+		pinEl.setAttribute( 'aria-expanded', 'true' );
+		pinEl.setAttribute( 'aria-controls', popupEl.id );
+
+		if ( viaKeyboard ) {
+			popupEl.querySelector( FOCUSABLE_SELECTOR )?.focus();
+		}
 
 		wrapper.dispatchEvent(
 			new CustomEvent( 'hm-map:pin-activate', { detail: { index } } )
@@ -90,7 +205,19 @@ export default function initStaticMap( {
 		pin.style.left = `${ point.x }%`;
 		pin.style.top = `${ point.y }%`;
 		pin.innerHTML = numberedPins ? `${ index + 1 }` : '';
-		pin.addEventListener( 'click', () => openPopup( marker, pin, index ) );
+		pin.setAttribute( 'type', 'button' );
+		pin.setAttribute( 'aria-expanded', 'false' );
+
+		const label = getPinLabel( marker, index, numberedPins );
+		if ( label ) {
+			pin.setAttribute( 'aria-label', label );
+		}
+
+		// A keyboard-triggered click carries no click count, which is how the
+		// popup knows whether to pull focus in or leave it on the pin.
+		pin.addEventListener( 'click', ( event ) =>
+			openPopup( marker, pin, index, event.detail === 0 )
+		);
 
 		mapDiv.append( pin );
 	} );