*Click on the spice(s) for more suggested uses

Pat the roast dry with paper towels. Rub thoroughly with oil or butter, season generously with Optimal Prime Rib Rub, pressing the seasoning into the meat. For best results, refrigerate uncovered for 8 hours or overnight to develop a flavorful crust.
Preheat oven to 450°F - Remove the roast from the refrigerator and allow to come to room temperature for 2 hours before cooking. Place the roast fat side up onto a shallow roasting pan, (preferably with a roasting rack) pour the beef broth into the bottom of the pan.
Roast uncovered for 20 minutes to build the initial crust.
Lower oven temperature to 325°F roast for 15 to 20 minutes per pound, shoot for a total cook time of 60 to 90 minutes total at 325°F.
During the last 15 minutes of cook time test with an instant read thermometer inserted into the thickest part of the roast, 115°F to 120°F for rare, 125°F - 130°F for medium-rare.
Remove the roast from the oven, tent loosely with foil and allow to rest for 20 to 30
minutes before carving.
Serve with pan drippings, horseradish cream or a simple gravy