Q: how to insert sd memory card into mid-2010 (27 inch) imac?

how do i insert an sd memory card into my mid-2010 (27 inch) imac?  i have found the slot on my right side of the monitor.

my question is whether the label on the card should face me or the back of the monitor.  i can't see into the slot well enough to see where the contact points are.

thanks