ok, done some searches and not really found much on this and it's the thing that causes me a lot of problems.

say you raise pf with a decent hand (anywhere from mid to late position), you have some actual strength (high pockets, high ace etc) it's not an any two cards button steal attempt. lets say you get rid of several limpers with the raise but there are a couple of callers.

the flop comes down and either has a pair [7h, 7c, 3s] or is connected [5h, 6s, 7c] / [5h, 7c, 8s] or suited [2h, 8h, Kh]

my normal play with all but the flush board would be business as usual and put out a continuation bet of 3/4's the pot to pot size (with either overcards, overpair or if i've hit top or mid pair). this will often take it down there and then but it's the times i get called at that point that i start worrying and don't know whether to continue to bet (unimproved) or just to check/fold.

i just hate the feeling that someone could be putting a move on me and that i'm missing something that would enable me to deal with this better?

is it simply all about reads at this point or is it just one of those things that sometimes the board hits like that and you just accept it and move on to the next hand?

{edited for readability}