If calendar RV is steadily rising you'd like the RV to be in-line or below prior cycles (you don't want it sky high). If calendar RV is flat then you only want to enter if current RV is very low compared to prior cycles. I'm not sure what you mean by 1/3 of the distance?
short leg is always earnings week, the long leg is usually the next monthly expiration out for better liquidity. However, it if is a very high dollar stock we'll use 1-week calendars to keep the price lower.