13thmonkey :
You are fine at 80, 85 i'd get concerned.
The way to improve it is with afterburner or similar.
Essentially the default fan profile sacrifices temperature for the benefit of lower noise, so it won't get loud until it really needs to. Hence they will run close to the limit, but they are designed for it. They assume that everyone can hear, but most people don't watch temps.
I just tried with MSI afterburner,set the fan % to 80 and 90 but didn't notice much difference and then came here,created an account and started this
How can you even sit there with a GPU using fans at near 80%+ I set my GPU to 100% when I first got it to check the fans were fine and god it was loud. I put it back to default and it quiet as ever at 60C full load no problems. I think its just that he picked the worst GTX 970 for his room temp. high room temp + zotacs high temps = just bad temps alround.
You should either get air conditioning or get a different GTX 970 like the Gigabyte, MSI or Asus one as the Zotac is the worst one you could of got.