River semi-bluff (yes, river) vs. Heisenb3rg

[TheDudeChad]

I thought this was a pretty interesting hand.

PokerStars $10/$20 Limit Hold'em - 6 players
Hand Converter Tool from DeucesCracked.com

Preflop: Hero is BB with J[img]/images/graemlins/diamond.gif[/img], K[img]/images/graemlins/club.gif[/img]
UTG folds, MP calls, CO folds, Button folds, <font color="#FF0000">SB raises</font>, Hero calls, MP calls.

Flop: (6.00 SB) J[img]/images/graemlins/heart.gif[/img], 6[img]/images/graemlins/diamond.gif[/img], 4[img]/images/graemlins/spade.gif[/img] <font color="#0000FF">(3 players)</font>
<font color="#FF0000">SB bets</font>, <font color="#FF0000">Hero raises</font>, MP folds, SB calls.

Turn: (5.00 BB) 3[img]/images/graemlins/diamond.gif[/img] <font color="#0000FF">(2 players)</font>
SB checks, <font color="#FF0000">Hero bets</font>, <font color="#FF0000">SB raises</font>, Hero calls.

River: (9.00 BB) 7[img]/images/graemlins/diamond.gif[/img] <font color="#0000FF">(2 players)</font>
<font color="#FF0000">SB bets</font>, <font color="#FF0000">Hero raises</font>, SB folds.

Final Pot: 11.00 BB


Board: Jc 6d 4s 3d 7d
Dead:

equity win tie pots won pots tied
Hand 0: 31.250% 25.00% 06.25% 12 3.00 { KcJd }
Hand 1: 68.750% 62.50% 06.25% 30 3.00 { JJ+, 66, 44, AJs, KJs, QJs, J9s+, AJo, KJo, QJo }

So on the river against (what I think is) his range, I obviously don't have enough equity to raise for value. Its also a pretty easy call getting 10:1. What I'm wondering is if it is more profitable to raise this river.

Heisenb3rg is a very disciplined player from what I've seen, so he can definitely make correct, tough folds. I can credibly represent a number of hands that are beating an overpair or AJ. J[img]/images/graemlins/diamond.gif[/img]X[img]/images/graemlins/diamond.gif[/img] is definitely in my range, as is J7s, J5s, 55, 77, 57s, etc. If I'm wrong and he calls his entire range, its not a 1BB mistake, as I still have 31% equity. Hence, semi-bluff. What do you think? Comments on rest of hand are also welcome (preflop 3bet?), but it seems pretty standard.