Semibluff backfire

[crazygoose]

Party Poker No-Limit Hold'em, $ BB (9 handed) converter

SB ($53.12)
BB ($79.3)
UTG ($70.2)
UTG+1 ($38.3)
MP1 ($11.8)
MP2 ($44.45)
MP3 ($50.4)
Hero ($91)
Button ($43.75)

Preflop: Hero is CO with A[img]/images/graemlins/spade.gif[/img], T[img]/images/graemlins/heart.gif[/img]. SB posts a blind of $0.25.
<font color="#666666">2 folds</font>, MP1 calls $0.50, <font color="#666666">2 folds</font>, Hero calls $0.50, <font color="#666666">1 fold</font>, SB (poster) completes, BB checks.

Flop: ($2) A[img]/images/graemlins/club.gif[/img], 6[img]/images/graemlins/heart.gif[/img], K[img]/images/graemlins/heart.gif[/img] <font color="#0000FF">(4 players)</font>
<font color="#CC3333">SB bets $1</font>, BB folds, MP1 folds, <font color="#CC3333">Hero raises to $3</font>, SB calls $2.

Turn: ($8) 3[img]/images/graemlins/diamond.gif[/img] <font color="#0000FF">(2 players)</font>
<font color="#CC3333">SB bets $4</font>, Hero calls $4.

River: ($16) J[img]/images/graemlins/heart.gif[/img] <font color="#0000FF">(2 players)</font>
<font color="#CC3333">SB bets $10</font>, <font color="#CC3333">Hero raises to $20</font>, <font color="#CC3333">SB raises to $35</font>, Hero folds.

Final Pot: $71

Villain is 14/4.5 over 110 hands. I was semibluffing at the flush on the river..He didn't go for it. Does anyone think I played this poorly or how would you have played it differently??