Genesis 35:1

God spoke to Jacob: “Go back to Bethel. Stay there and build an altar to the God who revealed himself to you when you were running for your life from your brother Esau.”

^2-3 Jacob told his family and all those who lived with him, “Throw out all the alien gods which you have, take a good bath and put on clean clothes, we’re going to Bethel. I’m going to build an altar there to the God who answered me when I was in trouble and has stuck with me everywhere I’ve gone since.”

^4-5 They turned over to Jacob all the alien gods they’d been holding on to, along with their lucky-charm earrings. Jacob buried them under the oak tree in Shechem. Then they set out. A paralyzing fear descended on all the surrounding villages so that they were unable to pursue the sons of Jacob.

^6-7 Jacob and his company arrived at Luz, that is, Bethel, in the land of Canaan. He built an altar there and named it El-Bethel (God-of-Bethel) because that’s where God revealed himself to him when he was running from his brother.