1)

Why did Hashem appear to Yaakov at this point and bless him?

1.

Rashi, Ramban and Targum Yonasan: He blessed him with Birkas Aveilim 1 (to comfort him on the death of his mother). 2

2.

Malbim: "B'Chol ha'Makom Asher Azkir Es Shmi Avo Elecha u'Verachticha" (Shemos 20:21) was said about building a Mizbe'ach [connected to] the ground. Here the Berachah was that Elokus will apply to Yaakov on a fixed basis, and he and his seed will be a nation prepared for Divine supernatural Hashgachah.


1

Oznayim la'Torah: Interestingly, whereas on the one hand, Hashem was comforting Yaakov on the loss of his beloved mother, on the other hand, the entire Berachah centers around the children of Rachel; her death was imminent. It is as if Hashem was actually comforting him in advance on her death as well. See Oznayim la'Torah, who cites a number of examples in the Torah where Nichum Aveilim took place in advance of death.

2

Moshav Zekenim: It is better to go to the house of mourning [than to a party] - because Yaakov mourned over Devorah and his mother, Hashem appeared to him.

2)

Why does the Torah add the word "Od"?

1.

Rashbam: It hints at the fact that after leaving Luz-Beis El, Yaakov called the new location too, 'Beis El.'

2.

Hadar Zekenim: Hashem appeared to Yaakov five times, corresponding to the five Berachos he received from Yitzchak before he left.

3.

Ha'amek Davar: Even though Hashem spoke with Yaakov in Padan Aram and in Shechem, there was no Giluy Shechinah there. Here He revealed himself again, like at the time of the dream.

Sefer: Perek: Pasuk:

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