This looks good imo, but river id just shove

Dude at 10nl these guys are never folding jx+. And to get them off of 9x you need to overbet shove the river. If the board was a little different with a flush draw on the flop and your KQ doesn't block the flush draw a pot sized bet will work. Less than pot they will call with A high fd on the river just because they're greedy fishy minds will lull them into thinking you were barrelling a smaller flush draw and hero call you thinking they are boss.
I was once called by KT high when I had KJ and triple barrelled a flush chasing fish. Talk about a value bluff lol

First of all, i want to say that against no info player i do not 3bet every KQ Bu vs UTG, i think it adds too many bluffs, but the portion i do 3bet i go a little bit bigger like 0.90 0.95, giving a bit better price can make the difference between him having AQo in his range or not and in general this hands main reason for 3bet is the fold equity you gain from your blockers. Flop looks good, you can fold AK AQ, Turn kinda the same but on the river i like to give up when you have the K of hearts so you block backdoor flop floats like KhQh AhKh etc, but most relevant reason would be the fact that, as you say by yourself, he has a lot of Jx and in general, and especially on this limit people can just put you on bd flush draw, on AK or on KQ and call this runout with so many Jx, i cant find a reason to why he should not have overpairs, i believe he can have all the QQ, and KK AA rarely, they gonna be for lower volume for sure due to preflop 4bets flop or turn raises and blocker effects, but i can not completely eliminate these hands.

Im sorry i didn't realize this was a 3bet pot. Like ATH said 3 combos of QQ and sad to say with that small 3bet sizing he is likely to set mine 9s (and 2s if he opens them utg) so after the turn barrel with you holding the king of hearts he is not folding anything but the AQhearts and possibly pocket Ts if he got there like that. Lets say he has half of KK and AA combos thats 4.5 combos and 3 AJs combos 3 99 combos 3 QQ combos and like half 1.5 22 combos thats like 14 combos hes not folding and then optimistically 7 combos in his folding range. Pessimistically 1 combo in his folding range if he's fishy and puts u on AK like a hopeful little fishy lol.

I like that you barreled the turn, but trying to get him off a pair otr after everything bricks is a little ambitious imo

1) Preflop is very loose, even AQo is sort of marginal.

2) Villain having a lot of Jx is NOT an indication that this is a good bluff, quite the contrary I would say.

I think it's too optimistic to think that villain would fold enough Jx hands here. Can easily have QQ too since at 10nl players have pretty tight 4-betting ranges in early position. Going over the range quickly I'd say we have maybe 20% fold equity here. So as played I wouldn't bluff river. Best would have been to fold pre though. UTG has a tight range, 4 more players left to act, two of whom have a position on us.

3 bet is somewhat loose but for some freq standard. He wont fold Jx, and overpairs. But he has other hands to fold PP, middlepair, some Ahigh.
You are making this bluff, to be able to value bet your KK,QQ same way and get called by JT or AJ. And definetly shove river sometimes, if you know that guy is fish can overbet turn and check behind river

Seems like one of the worst combos for third barrel blocker wise. You block lot of weaker floats on turn. And 3bet pre is marginal

Fold pre, not close

It's fine to 3b or call vs a loose/weak player, especially if uthink rest of table wont punish u for it

Do as I say, not as I do ;)