Axial lines around the seal. If you find marks cut into the OD of the seal that run lengthwise, there are two logical explanations. The seal could be the wrong part number for the application and thus might be spinning in the hub. Or, more likely, the seal was installed crooked (or cocked). The marks on this seal clearly indicate it was not squarely seated in the bore. You can see the scratch line running from high on one side to low on the other. It is the most common cause of premature wheel seal failure.
The solution to this problem is training -- knowing how to select the right installation tool, how to use it and how to tell when the installation "bottoms out" solidly. CR has installation guides and posters to help with this task.