It just pulls right out, but often they stick in there but good. I think I see some writing on your old seal, so copy that down first in case you really destroy the thing when you remove it. (Though if that happens, you just need the seal thickness, shaft diameter, and seal diameter, all of which you can measure.)
If hooks don't work, and they well might not, find a little hand drill and carefully bore a hole--1/16" will do--through the rubber-covered metal part of the seal near its outer rim. Do not gouge or otherwise bother the shaft--cover it with tape, first, perhaps.
Then find a sheet-rock or sheet-metal screw of any length (sheet rock=plasterboard=wallboard) and thread it into that hole perhaps one turn or so until it's in there securely. You don't want it to penetrate into the bearing or the case.
And then find a claw hammer and pull on the sheet metal screw like you're pulling out a nail, and the seal will pop right out.
Use the flat side of a socket wrench of an appropriate size to press the seal back in. If you can avoid using a hammer that's generally best, but generally that's not practical.