Welll there are two seperate issues that need to be addressed
the first is the actual PDF document needs to be created using the correct software, which allows you to add all the same things that you wouild add to a HTML page.
Title
decription
key words
author
publisher
accreditations
source
coverage
rights
you will also need to include all other special meta tag tricks that you may use in the original PDF file using any trade secrets which you may have.... there are a few that help....
The second thing is that you do need to create an HTM document with a good well balanced abstract of the document much like a synopsis or review.
This HTML page needs to have a very similar if not identical set of meta tags as the original PDF document and link to it. the next step is to ensure that other pages on you site also refer to the original PDF document and the html page with the abstract.
Frontpage uses catagories, and placing the page concerned in a catagory and having a page that lists catagories is also helpful.
I am not sure how you may do this in a new PHP or ASP site, but I am sure the experts in these fields will give advise.
You do need to do both options above, and your key word research is critical. you will need to spend time with the author and get to understand the target market of the document concerned, as this will dictate the key words and key word phrases that your expected viewers will use to locate the document in question.
Only once your keyword reseach has been done will you have the words that should be used to create your page titles and page descriptions for both the HTML abstract and the original HTML document.
This may seem time consuming, but the results will speak for them selves.
Often discussing key words with the original content supplier or the Author of the document concerned brings conflict and misunderstanding between the
SEO team and the Author. How best to solve this is the real issue, as if you do not have a good working relationship with the autor, discovering the target market and key words selection process can be rather cumbersome and you will miss out on the small important issues.
hope this helps.
mtuba4u