There are two things that batteries need to do, store energy (as voltage) and deliver that energy when needed ( as current). Batteries do get old. A battery for automotive applications is made up of 6 cells internally, each just over 2 volts. If your measuring around 10 volts, then you probably have a bad cell. The chemical reaction that happens to allow the elections to flow back and forth isn't working for some reason.
The other reason it may not work is that it can't deliver the energy fast enough. That means all the cells in the battery are less that optimum.
A car battery is design to deliver a lot of power, very quickly. They don't like to be discharged...in other words, it's not good to let the radio play if the engine isn't running, use a winch without the engine on, etc. They also don't like to be charged quickly, so if you have a dead battery, the worst thing you can do is let the car charge it.
Obviously, stuff happens and you sometime need to misuse the battery. They hold up for a while. Repeated misuse will end its life more quickly tho.
So...why do people like Optimas? They are a different style of battery. They are not a pure starting battery. They are a hybrid between a starting battery and a deep cycle (a battery the is designed to be discharged and recharged all the time). So they deliver the energy nearly as quick as a starting battery, yet the can tolerate deep discharge, like running a winch, without as many bad effects. They are also constructed differently, so they don't leak on their sides or upside down.
The technical term for that type of battery is absorbed glass mat or agm. They are also called gel. Here is a link...note, optima isn't the only game in town on these types of batteries.
http://batteryuniversity.com/learn/article/absorbent_glass_mat_agm
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@Kyle_W you should bite the bullet, and get a new battery. Sounds like yours is toast. When they test them at an auto store, they are doing a load test, too see if the battery can release enough current quickly for dependable starting. When it fails that test...you're on borrowed time.