Set instant pot to "Saute" and add 2 tbsp olive oil. Stir together seasoned salt and pepper and rub all over the roast. Brown roast on all sides (about a minute each side) and hit "Cancel" when done. In a large bowl, whisk together beef broth, tomato paste, cumin, oregano, sugar and garlic. Stir in bay leaves and olives, if using, and pour mixture over roast in the pot. Top with peppers and onions. Set the Instant Pot to "Manual" high setting and program for 90 minutes. When timer beeps, press cancel and allow a natural release of the steam. Find and discard bay leaves, shred beef with two forks and stir in fresh lime juice. Serve over cooked rice and garnish with parsley, if desired.