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Well say you have an oesd on the flop, and villain checks to you. Against the majority of his range you have 8 outs, which equivocates to ~32% equity. As we know a value bet is profitable when we have >50% equity against villains calling range. And a bluff is profitable when villain folds often enough. However, a bet in this instance having less than 50% equity against his calling range, can very well be profitable because (1) we have good equity when called, (2) he likely folds a good bit of better hands, so while we don't have the needed equity to value bet, this hand is profitable due to pot equity when called and fold equity. Which is pretty much the definition of a semi-bluff.
So without fold equity, then would be a -EV bet to make on this current street, as you are willingly putting money into the pot as the underdog, when you do not believe that he folds often enough to make this semi-bluff profitable.
Say the above isn't the case, and you do believe he folds often enough to make this semi-bluff profitable. Does that mean it's the best play? It depends. The EV of you checking isn't 0 because there are chances he is folding a hand to your flop bet, that might put in a reasonable amount of money as the dog had you checked back the flop and caught your straight on the turn/river. So the frequency of something like this occuring must be compared against the EV of the semi-bluff.
Not to mention, other factors must come into play such as the likelihood you get check/raised off of your hand, and are unable to realize your 32% pot equity, etc.
Anyways, say you do bet the flop because you feel he folds often enough, and he calls. The turn brings a blank, and he once again checks. You must once again run through the same analysis; however, keep in mind now that your equity has been reduced significantly. You still have 8 outs; however, now you only have 1 more card to complete your hand, which now equals ~16% pot equity. Given this reduction in pot equity, in order for another semi-bluff to be profitable you need even more equity as before (simply because you have less equity when called) to make a bet +EV.
So, as you can see it's really hard to say with extreme confidence what to do with these types of hands in a broad sense. As it really depends on numerous factors. However, the underlying concepts being that you need to consider your pot equity when called, your fold equity, extraneous factors such as being c/r'd off your hand, etc.
Just to cover betting a bit further... If you bet for value, it's because you have >50% equity against villains calling range. If you bet as a bluff it's because you expect villain to fold often enough to be profitable. The greater your pot equity, the less often villain needs to fold to have your bet bet +EV. The lower your pot equity, the more often he needs to fold.
Say you have 0% equity when called, and you bet 1/2 pot. Villains needs to fold 33% of the time to have a BE bet. Say you have 17% equity when called, villain now must only fold 14% of the time to a 1/2 PSB to have a BE bet.
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