Jacob Anoints the Pillar at Bethelby emmanuel_higgins

Genesis 35:15

And Jacob called the name of the place where God spake with him, Beth-el.

Jacob gave the name Bethel to the place where God spoke with him. The naming marked that spot as the site of divine communication with Jacob. The name Bethel recalled God's earlier appearance to Jacob in that place.

It recalled the promises of mercy then given to him. It recalled also Jacob's vow that the Lord would be his God. Bethel was sacred as the place where Jacob had prepared his household to worship God.