I'm betting for a call from KQ/KJ, maybe T9s or some crying call by an underpair/AT or something, although that's not very likely.

I don't expect my opponents at this level to bluff missed draws/turn marginal made hands into bluffs a lot on the river and I do think he'd bet KQ a lot, KJ maybe.

So in my view there's very little difference in villains betting range when checked to or his calling range when facing a bet. The latter could have some crying calls in it and with betting I can controle the betsize.