When you install the impeller it is important to apply a liberal amount of Glycerin or "Impeller Lube" to the pump body and the impeller. Glycerin can be purchased at any drug store for far less than it is sold as "impeller lube".
Contrary to the myths about aligning the vanes in a certain direction, it really does not matter. Just squish them and install the impeller, they will orient the minute you hit the starter button.
It is not advised to use petroleum based lube products on impellers as these greases or oils can damage and shorten the life of the impellers rubber compound.