If we are going to bluff, then first off all we need to pick some sort of reasonable hand. Game theory tell us to bluff with the bottom of our range, but this mean the bottom of our range, that we are going to continue with, not our entire range. And especially in a spot like this, where we got a freeplay, and our range is any two cards, we should be doing a whole lot of check-folding on the flop. On this board texture the best bluff candidates are hands like KJ and KT, because they flopped a gutshot and an overcard, and they also block the flopped straight.
The next thing to consider is, if we want to go for a check-raise or simply lead out. In a limped pot there is no initiative, and there is absolutely no obligation to "check to the limper". Leading out can be totally reasonable both for value and as a semi-bluff. And I kind of prefer that in general.
The issue is, that when the limper bet, he is already showing interest in his hand. And while bad players will often give up, if they have absolutely nothing, they often get very sticky, when they caught a peice of the board. This is why, "one and done" C-betting is often a great strategy against fish. And using the entirely same logic, we can just lead out in limped pots, and then simply give up, if they give us action, and we still have nothing on the turn.
This by the way would also create a sitaution, where its much more reasonable for us to continue on the turn. The issue, when we check-raise is, that its very polarizing, and we are actually not supposed to have top pair very often. Villain on the other hand is supposed to have top pair quite a lot, when he bet-call. So we are betting into a situation, where Villain often just improved to trips, and typically that is not going to end very well.
As for overbetting the river to get him off a big hand, that is something, we want to do against regulars, who are able to make a big fold. We dont want to do this against fish, because they see big bets as bluffs, and they love to play the table sherif. We also dont want to do it in a tournament, when Villain has 3 times as many chips as us. We want to do it in situations, where its his tournament life, that is in danger, if he calls, not ours.