What does Genesis 35:1 mean?

Many years prior to this moment, Jacob had fled the land of Canaan to escape the murderous anger of his brother Esau (Genesis 27:42). On his way to his Uncle Laban's home, Jacob had spent the night in a location later named Bethel. There God had appeared to Jacob in a powerful dream, assuring him that the promises given to Abraham and Isaac were Jacob's, as well. When Jacob woke up, he made vows, including a vow to make the Lord his God and to recognize Bethel as God's house (Genesis 28:16–22).

Now God is calling Jacob to move himself and his large company from Shechem to Bethel. In the previous chapter, Jacob's sons had taken terrible revenge on the men of Shechem (Genesis 34:27). In the process, they had taken their wealth, their women, and their children. Jacob expressed his fear that the people of the land would now want to kill him (Genesis 34:30). He may have been hesitant to travel in a vulnerable caravan to resettle in Bethel.

God has left no room for disobedience, however. The command includes a specific instruction to build an altar to God. It seems to be a reminder to Jacob. He needs to fulfill his previous oaths: both making the Lord his God, and making Bethel God's house.