If you are well trained, you should theoretically be able to do the half near your lactate threshold pace (tempo run pace). Since this is your first, you might want to be more conservative. So, as BOSNPM said, the high end of your moderate zone would probably work well, maybe pushing a little higher the last few miles. As you gain experience (and miles under your feet), you may find yourself able to sustain a higher heart rate / pace.
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