If you don’t allow the roast to come to room temperature before cooking, the roast will cook unevenly which will impact flavor and texture.
Feel free to season the meat with any of your favorite beef or steak store bought rubs.
The measurements noted for the spices are a guide. Every piece of meat is different. The size you purchase will likely be different from mine so you will need to use your judgment. Ensure the roast is fully coated with spices for optimal flavor. You don’t want bland meat.
Keep a close eye and monitor the roast while it cooks. You don’t want to overcook it. Overcooked meat will have an interior that is uniformly cooked but lacks the desired level of juiciness. The meat might have a pale color rather than the pinkish hue associated with medium-rare or rare doneness.