Because the seal is in a blind hole, there's no place to pull or push on it to get it out. I put the tip of a thin flat blade screwdriver on the joint between the face of the seal and the housing, tap it into the joint and pry the seal down and out of the housing. When installing the new seal, put the flat side of the seal upwards in this picture, that is, towards the inside end of the rotating hub.

You will also find that the new seal is a little narrower than the depth of the counterbore that it goes into inside of the hub. The seal needs to be fitted all the way down into the bore until it fits face to face with the bottom of the hole. This is a problem because the back edge of the seal is quite narrow and rubber coated, so it's not a good place to poke around with a punch.

Lacking a good seal driver of that size, I found that the bottom end of an aerosol paint can was about the right diameter to do the job. I wouldn't necessarily recommend this as a driver tool, but I did get it to work in a pinch. If you do use a paint can for this purpose, be sure that it's empty, that all of the pressure has been released, that you remove the spray nozzle, and that you punch a hole in the can to ventilate it. These cans are pretty flimsy and do not take well to a pounding with a hammer.