Timing cover seal orientation?

I am replacing my timing cover with a new billet one due to an oil leak and to spruce it up a bit. Mine was leaky and I am not sure exactly where. Did I mess up and install the seal backwards? Any idea as to why I have some scraping on the black one? Warped? I tried to place it without replacing the oil pan gasket so I gently pounded it on the pins...... sort of. Dumb. I cannot find a closeup of the correct orientation.