Genesis 35:14
And Jacob set up a pillar in the place where he talked with him, even a pillar of stone: and he poured a drink offering thereon, and he poured oil thereon. And Jacob set up a pillar in the place where he talked with him, even a pillar of stone: and he poured a drink offering thereon, and he poured oil thereon.
Jacob set up a pillar of stone at Bethel in the very place where God had spoken with him. The setting up of the pillar stood together with his call for his household to put away their strange gods and to cleanse themselves. It stood together also with his earnest efforts to seek God's protection after the wrongdoing of his sons.
He raised it in response to God's renewed covenant promise, when God appeared to him and blessed him. God accepted Jacob's efforts, appearing to him and blessing him and renewing His promise to him, because Jacob feared Him.