Google Sheets conditional formatting text in one cell effects another cell

i'm trying to format a cell so;

IF Cell E3 text contains "Long" I want Cell K3 cell to turn RED when text contains "Bearish"

IF Cell E4 text contains "Long" I want Cell K4 cell to turn GREEN when text contains "Bullish"

IF Cell E5 text contains "Long" I want Cell K5 cell to turn ORANGE when text contains "Indecision"