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It means a mixture of dried spices, often with salt and sugar, that is rubbed directly into meat. Like so. If the rub contains spices only and no herbs, it is a dry spice rub.

Combine paprika, black pepper, brown sugar, salt, celery salt, cayenne, garlic powder, dry mustard, and cumin in a small bowl and whisk to mix. Rub two thirds of this mixture over the ribs on both sides, then transfer the ribs to a roasting pan. Cover and let cure, in the refrigerator, for 4 to 8 hours.

Thoroughly whisk together the dark brown sugar, chili powder, sweet smoked paprika, ground cumin, hot cayenne pepper, ground garlic powder, ground mustard powder, table salt, and black pepper. Evenly coat each chicken wing with the pure vegetable oil. With the dry rub in a shaker evenly coat chicken generously.

Add all spices to your large bowl and add brown sugar. Combine with a whisk, or toss all ingredients into a large zip top bag and shake, shake, shake! Rub your mixture into the piece of meat which you'll be using.

Dry rubs are a mix of spices and dried herbs and they are rubbed into the meat before cooking. They come in a wide range of flavors. There are barbecue rubs, chili powder (yes chili powder is a spice blend), curries, jerk seasoning, sate, Old Bay, and many more.