I use automotive hand cleaner WITHOUT pumice, all over the impeller and the barrel of the housing. It makes insertion a slippery piece of cake.
It doesn't matter which way the impellers face. Some engines, when they stop, will kick backwards maybe a quarter of a revolution or less. This kick back is a function of compression in the cylinder(s). As a result, the blades can reverse. So it may happen many times during the life of the impeller.
By lubing the blades (when the water pump is dry), the ones under compression will slip to where they're out of compression, before reversing. Once the pump is wet internally, it's not as abusive on the blades.
No, I've never run the water pump without the back cover, to observe this for myself. But I trust the guy implicitly who explained it to me.
Ted