As I get curiouser and curiouser, I have found there to be no real rhyme or reason for the lens o-ring. Is there one proper placement, and many of my lights just had poor quality control.
It depends on lights construction. Usually it is better to place O-ring between the bezel and lens because only the straight force ensures proper seal. If there is an O-ring between the lens and reflector, you need to press the O-ring in two directions (lens-reflector, lens-inner walls) to ensure tightness so there should be conical profile where the o-ring is seated.