This hand was played backwards.

Pre-flop: Either limp along or build a pot. I don't like 9x because I want to play my hand post-flop and if re-raised I'm in a tough spot.

Flop: Backwards poker. Got to bet it more often than not when you have it.

Turn: Bet more

River: Bet more, checking the turn really makes it hard to get in lots of money when your opponent catches second best.