Yes, rich snippets do play a role in improving SEO. By providing users with more specific and relevant information about a webpage in the search results, rich snippets can attract higher click-through rates. This increased user engagement signals to search engines that the webpage is valuable and can positively impact its ranking. Additionally, rich snippets can enhance the user experience by presenting captivating visuals or structured data, thereby reducing bounce rates and increasing the time users spend on the page - further boosting its SEO potential.