elisp optimization question

[brad clawsie <clawsie@fastmail.fm>]

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hi, i use the following function to translate unicode and other
entities found on the web into ascii that i can view in emacs-w3m. i
am concerned that each search and replace as done in my example is
inefficient, is there a better way to do this? i.e., is there a better
way to group search/replace pairs? thanks in advance!

(defun w3m-filter-brad (url)
  (goto-char (point-min))
  (while (re-search-forward "»" nil t)
    (replace-match ">>"))
  (goto-char (point-min))
  (while (re-search-forward "’" nil t)
    (replace-match "'"))
  (goto-char (point-min))
  (while (re-search-forward "“" nil t)
    (replace-match "\""))
  (goto-char (point-min))
  (while (re-search-forward "”" nil t)
    (replace-match "\""))
  (goto-char (point-min))
  (while (re-search-forward "—" nil t)
    (replace-match "-"))
  (goto-char (point-min))
  (while (re-search-forward "«" nil t)
    (replace-match "<"))
  (goto-char (point-min))
  (while (re-search-forward "»" nil t)
    (replace-match ">"))
  (goto-char (point-min))
  (while (re-search-forward "ö" nil t)
    (replace-match "o"))
  )
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