Historically, people oriented maps so the Orient (aka the East) was at the top.
At least one Dutch cartographer, William Blaeu, oriented his map of the new world so the west was on top.
South on top was common by Arabic cartographers and McArthur's Universal Corrective Map.
North on top was done by the classic Greeks and people with magnetic compasses.

So orient your maps however you want to emphasis whatever the cartographer feels is important, but it is best to be consistent.