GPUs are built to endure high temps under load. I am not sure on that particular card what a good temp is, however that is still within a relatively "safe" range. Do you know if the fans on the card itself are intake or outtake? If they are outtake then the side intakes could be interfering. What case do you have?
As for the fan speed increase, that is perfectly fine and recommended. Increase it to whatever you can withstand noise wise. Like when I game my GPU fans hit 70-80% typically.