I'm late to respond, but offer my input.
Lip-type seals are designed for the lip to face the fluids. ...I know-- there are no fluids in the hub. ...So, with no lube to retain, the open-side of the seal toward the yoke, would help prevent dirt and/or moisture from reaching the bearing.
One of the pics makes the seal appear to have two lips. ...If one lip is a larger than the other, the larger diameter may very well ride on the slinger, while the smaller diameter of the lip seals on the stub axle.
Bearings are either open, shielded, or sealed. ....Assuming the bearings have no way of being greased, only the lube present in the bearing is available.
...Only sealed bearings are designed to retain this lube, without additional means needed to keep out dirt and water. ....If shielded or open bearings are used, the lip can face outward.