I agree totally with Watford.
I have never seen a road vehicle hub where the seal is fitted with the lip facing outward. If dirt ingress is to be prevented, two seals would be fitted with the inner one lip in to seal the lubricant in, and the outer lip out to exclude dirt.
This is intended for machines operating in a dusty environment, such as construction machinery.
Many seals incorporate a wind back thread on the lip, so fitting the wrong way round will cause leakage!
We had a batch of reverse rotation marines where, erroneously, standard seals were fitted . The error became apparent as soon as the engines fired!
A similar arrangement is used to seal shafts on fuel injection pumps. Fuel does not leak into the sump, and lub oil does not find its way into fuel system risking engine run away.
Howard