It's a basic question of being-in-space: where do you face?
Orientation. The word itself documents the immemorial tendency of both Indo-European and Semitic cultures to face East.
Qibla (“direction”) is the Arabic word, and in Islam has come to mean specifically towards Mecca. (Qibla ultimately comes from the same Proto-Semitic root as Qabala, lit. “received,” but there's no real connection.) In Old Craft we say “North,” because the Old One sits in the North and that's the default, well, North.