Hi Mason
We clearly see that it recognizes the consensus sequence GGATTA, when we scan this motif in a sequence, for example: gctatcgactCCTAATgtcatctactacg
Here there are no hits of the motif in the example sequence.
However, we can reverse-complement the DNA sequence or the motif, and re-scan the sequence,
Original sequence: 5'-gctatcgactTAATCCgtcatctactacg-3'
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Reverse: 3'-cgatagctgaATTAGGcagtagatgatgc-5' ---> Reverse complement: 5'-cgtagtagatgacGGATTAagtcgatagc-3'
As you can see in the example above,now we found a hit of the motif (GGATTA is the reverse-complement of TAATCC).
In this case, since we reverse-complemented the DNA sequence to find the hit, we will annotate the strand of GGATTA as (-).
If we would find a motif hit without reverse-complementing the DNA, then the Strand would be (+).
When we scan a TF motif, generally we scan both DNA strands, only if you want to scan RNA motifs, here you can limit to scan only one strand.
When you reverse complement a sequence you are sure that you maintain the direction of transcription.
Jaime