It is indeed very simple. I couldn't give a rat's **** for fundamentals mate. If I'm in an uptrend what is the earnings per share or liquidity ratio going to do? Stop me me from entering an established trend...don't think so. Relative strength is a factor only for me
Timeframe might be weekly, whatever it takes to view the underlying trend better. Some are just as easy on daily. Gann used 3 day charts which seems like an idea, but I'm good with weekly as a starting point.
I also use P&F to eliminate all the noise and that is non-time based so don't mean to be cryptic but there isn't necessarily a one to one relationship

Long only, of course not but any shorts are held for a much shorter time as I'd be spread betting, and of course you'd be going against the trend of the market as a whole.
Hope this helps