To add to what Eidorian was saying, websites often use Adobe Flash to display video on their website.
Adobe's version of Flash for the Mac uses a good amount of the processor when it displays video, which in turn generates a lot of heat, which in turn causes the MacBook fans to spin up (to dissipate the heat).
There's hope that a new version of Flash will use less processor (and generate less heat, requiring less fan action to cool everything down).