Place rice in a bowl, cover with cold water, swish around, and drain in a colander. Repeat until water runs clear. You can also opt to rinse it in a colander under cold running water until it runs clear (less effort but still takes awhile).

Let rice sit in colander to drain/dry for at least 20-30 minutes. I usually do this step in the morning so that by the time I'm ready to cook, I don't have to wait for it to dry.

Combine tomatoes (undrained), onion, garlic, and serano pepper in a food processor and puree.

Heat oil in a medium saucepan (taller is better due to spatter that can occur) over medium-low heat. When hot, add rice and cook for 2-3 minutes, stirring constantly.

Turn heat up (medium to medium-high) and continue cooking rice for another 6-8 minutes, stirring often.

When rice starts to turn golden in color, add the puree mixture. Note that it will steam and may spatter a bit when added.

Turn heat up (high) and cook, stirring constantly until puree has mostly been absorbed (about 3-5 minutes).

Add chicken broth and salt. Bring to a boil.

Cover, reduce heat (low), and simmer until broth has been absorbed (about 15-20 minutes).